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We noticed the fine folks at PSFK are going wild for retro packaging, and it got us thinking. An old school box of Wheaties is fine now and then, but what we’d really like to see is a return to form for advertising.

These days, it’s all retouched models and space age backgrounds, but back in the day all you needed was a catchy slogan, a blocky font and a good place to put the sign. Hi-tech meant screenprinting Mary Pickford’s face above a bottle of mouthwash. Nowadays, we’re too overstimulated for blocks of text to make much of an impression, but a simple logo and a simple phrase still carry an impact.

And if your sign looks like 1927, it may make more of an impression than all the models in L.A.

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—R.B.

CONTRIBUTORS

  • Russell Brandom