IThere was a time when breakfast was staring into space, staring at bakery bags or boxes of cornflakes, wondering why no one had thought of printing the newspaper there, just to have a little reading.
In recent years, labels and packaging have been so saturated with messages appealing to the consumer that we sometimes need two breakfasts to finish reading what the products on the table are telling us. It has become more than a fad, as food manufacturers increasingly want to converse with us as with friends.
Thus, graphic designers in conversion making natural wine are taking the opposite view of the great wines of Bordeaux, with labels with jokes and extensions. Producers, map of Ile-de-France in support, explain to us what bees are used for. In the wake of Michel and Augustin, crisps, sneakers, honey and cereals have become talkative labels, addressing the consumer in an accomplice and friendly tone, to the point that we would not be surprised to find them behind our door at the time of the aperitif.
How do we recognize them?
They chose to put the breeder in the photo rather than the cow or the hen, if it is about milk or eggs. They familiarize themselves with the consumer, even if they haven’t kept the pigs together. The people in the photo are in black and white and are wearing aprons. They have a weakness for possessives (“our winegrowers”, “our cows”, “our breeders”). They speak more readily of what the cows eat in the meadows than of what is in the box. They weigh the ingredients with funny units of measurement (“a tear of egg and egg white”, “a note of liquorice”, “a dab of guarana infusion”, “a slight touch of impertinence”). They associate the adjective “engaged” with subjects hitherto little known for their engagement (“committed ham”, “committed vanilla”). They are extraordinarily accurate (“Daregal rosemary 65 km away”, “Gambais eggs 22 km away”, “2 and a half apples”), or a little less (“laid near here”). They are talking to a client they never meet directly.
how they talk
“We could tell you that you shouldn’t fly anymore, especially not to stay more than 1 minute 37 in the shower […] We are even convinced of the opposite: better a majority of people who do their best than a perfect minority. » “I wish you a pleasant moment with this tasting nectar. » “Come on, come on, look how good we are. Go ahead, taste it, build confidence. » “At the dairy we have always let our breeders decide the price of their milk. » “Respecting the land we borrow from our children. “Warning, it’s so good, easy to drink that all comparisons are possible. » “Aline and Olivier, it’s us. » “That’s our business; you, you just have to love it. » “Bees are great, and we don’t just say that about honey. » “We love the mountains, the morning and breakfast. » “Here, the sun is strong. » “It’s our way of infusing joy and good humor. » “To the one who keeps eyeing the last of the pack. » “Promise! »
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