JKR

Ten years ago it would be obvious which of the above designs was the ‘after’ one. Packaging design was often about adding a sheen of modernity to basic brands. Now the designer’s role is reversed, and we are often briefed to take things back to ‘authentic’ basics. In Cadbury Fudge’s case fair enough – the new vintage design taps into memories of the conker playing kids from the advert and the typography almost sings the famous jingle in one’s head. But 2009, when economic crisis might have inspired bold progressive design (as the eighties enjoyed) seems to be fluffing it – we risk being remembered as the era that only looked backwards. Instead of living in a golden age we are perhaps lazily focussed on re-creating one, and it feels short sighted: little dates faster than nostalgia.