[haribilalic]

The food packaging loses a lot of meaning. The original Nutella, Nesquick, Toffifee, Corn Flakes, Lindt and Pringles packaging all show what's inside or a "serving suggestion". If I didn't already know what the product was, it'd be a lot tougher to know what I was buying.

The same applies for the Durex packaging. I assume that Durex Select condoms are fruit flavoured or scented, because there's fruit on the box. I can't make that assumption with the "minimalist" packaging.

I think they do look good, but design isn't a synonym for modernist aesthetics; it has a goal and I don't think the goal is being met by these.

[CognitiveLens]

I agree that if you didn't know what the product was, the minimalist designs would not work, but I get the impression the designers chose these brands because they were already widely known (in some places, anyway) - once you've established that you make X, and people associate X with you, there's no longer a need for a serving suggestion.