JKR

The idea of creating a time capsule has always appealed to me. Stuffing a collection of the products that most strongly define our times into a box and burying it for some future generation to unearth. Photographer, James Kendall, in effect stumbled across one when he found a collection of old food packaging in his wife’s grandmother’s cupboard.

I don’t know about you, but the expression ‘you’ve come a long way baby’ sprang to mind when I looked at them. But, have we really come that far? There’s no question that the stylistic renaissance of the 1980s, led by the likes of Minale Tattersfield, Lewis Mobley, Michael Peters and others, has meant that today’s packaging is more visually literate and better polished than it once was. For most however, the essence remains remarkably consistent.

It’s a reminder that the best brands stay true to their visual equities and nudge them forward, keeping them relevant to the times. Sadly, there wasn’t a can of Heinz Baked Beans in the cupboard (although there was a jar of Cucumber Spread). If there had been, I’m pretty sure that the surprise would be how much it looks like the ones we have in our own cupboards today. By the way, if you’ve never been, The Museum of Brands, Packaging and Advertising is a brilliant place to see how the most successful brands have held the line over time, where others have jumped the shark.

You can see the full set of pictures from grandmother’s cupboard on The Guardian’s website. On review, how far do you think we’ve come?