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Tradition as a selling factor: an exploration on graphic signifiers into food packaging.

In few words, traditions are characterized by their connection with the past, reinforced by a repetition over generations. But, if at a glance tradition seems an easy concept, the truth is that they are not that simple to be understood. The discussions over their authenticity, origin and repetition have been a constant challenge for historians all over the world. In an up-to-date world what is tradition? How do we track for how long have they been created or which tradition belong originally to each country? Traditions’ which appear or claim to be old are often quite recent in origin and sometimes invented.

Thinking of tradition goes also beyond a constant repetition, what is frequently confused with personal mannerisms or routine acts repeated for years. Although it seems that thinking of tradition nowadays might be often connected to a moralism reasoning or out-of-date customs, it is the values we associate to traditional things that might still be a surprisingly commercial factor.

As a graphic designer, this project is not about history, good morals, traditional customs or even Britishness. It’s not about the history of design as well. It is about using tradition as a selling factor, inventing tradition through graphic design. The project explores and critically analyse food packaging, observing its composition, levels of information, linguistics and symbolisms. Considering that brands can benefit from using tradition as a sign, this project invites the reader to explore how can graphic design play a major role by simulating, inventing or associating traditional values to brands in a continuous chain of signification.