Bernard Gaborit is one of the most interesting organic brands in the market: a complete and original range of products, a story, and - what is rare - real taste. For a long time its packaging matched the image of the brand: in a world dominated by white (and blue), here was a cream coloured pack, an important reminder of what the brand is built on - milk cream. In a world full of products stripped of cream, Bernard Gaborit was proud of its real cream.
But, sadly, now the brand has decided to change its logo and packaging. The logo itself has hardly been altered, except for the blades of grass that have been added … no doubt to reinforce the image of milk coming from cows grazing in pastures. In any case, the grass is absolutely superfluous - it obscures the logo and hides the words 'agriculture biologique' ('organic farming').
As for the packaging, it has been radically altered:
- It has lost its cream colour, making way for green and white graphics;
- A naturalistic image of the product has appeared.
Here we see an example of how the identity of brand becomes commonplace, copying all the clichés one attributes to the 'fresh' category - adopting just a flat green background to signify organic. An original brand, with a slightly old-fashioned packaging, but which proclaimed its taste (based on cream, its founding ingredient) loud and clear, has now become just one of the pack. What a pity!
