[quizbiz]

I think the Corn Flakes example (http://static.dezeen.com/uploads/2010/12/dzn_Minimalist-Effe...) is a good example of how this approach of minimalism for grocery type consumer products does a lot of damage.

Yes, across the board we still know what the product is but the feelings and the senses of the brand are gone. The Corn Flakes doesn't look like a yummy breakfast anymore. It might as well be the cover of a super hero mag. As already mentioned, the product is no longer unique. It might as well be the store brand.

This isn't effective brand minimalism (in my naive opinion). It's packaging minimalism (minimizing printing costs).