Packaging design: missing the point

images from TheDieline.com

I love TheDieline.com because I love packaging. Sometimes they show the most AMAZING packaging, and sometimes stuff that's just well-done. Yet other times, they feature something that I disagree with (not that I disagree with the site, but rather the concept of the packaging).

More images of the line here.

I see what they're going for here, but I don't think this is the appropriate feel for cheese. I agree with making it more accessible, but I think most people want to feel sophisticated, rather than stylish when (specifically) consuming cheese. They want to feel like it's accessible, not convenient. They want it to feel timeless/aged, not new and trendy.

I'm cool with the awesome type on the inside of the package, and accessibility is handled well with the brief descriptions, but the tone is all wrong. Plus, do we really need more packaging that does the ubiquitous isolated product shot floating on a mystery, reflective, white surface with giant sans serif behind it to be hip and edgy? Also, what the hell is with that handwritten script?! Where does that even come from? Doesn't fit the theme at all. Boooo, cheese. You make me not want to buy you. Which says a lot, because I love to buy cheese.

Look forward to more gripes about packaging soon.

Rule: Do research into your market AND your demographic. Just because you're pitching to ego-centric yuppies doesn't mean that you want to design their cheese packaging like their perfume packaging.