Future Classics

By Julia Revitt Photography

October 2^nd, 2014

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I was looking at an old family photograph recently of a 1970s barbecue. There were family members since departed, the faded sepia tones of the print, the style of clothing and garden furniture to help take me back to that time. One thing that struck me was an old plastic bottle of Pepsi on the table. I was mesmerised at how the design had now changed totally but it was still recognisable. So I set about capturing other such designs with an idea to compare them in years to come to see how they have evolved.

Trying to buy these products without promotions plastered all of them proved to be quite difficult. So I contacted the companies to see if they would be able to send me some unadorned packaging. They all said 'no' with the exception of Cadbury's who sent me a detailed information pack on the design of their packaging. The Cadbury's story is a master class in design. They have kept the Cadbury's script logo, the name 'Dairy Milk' and the 'glass and a half' image on their packaging since the 1920s making the purple packaging instantly recognisable.

The 'glass and a half of full cream milk in every pound' slogan with the picture of milk pouring into the chocolate bar is one of the all-time greats of British advertising - The Cadbury's Dairy Milk Mega Brand

Purchasing some of the other products was fun. I found the glass bottle of Coca Cola whilst paying the bill at a restaurant tucked away on a back shelf. I had to wait for Marmite to change their logo from 'The Big One' back to Marmite. Rummaged through many bags of crisps to find an uncreased one without a competition on the front and had to buy a multipack of Cadbury's Dairy Milk to get one without 'New Shape' emblazoned over it.

I'd like to look back on these photographs in 20 years and see what has changed. I always seem to prefer the original design and I think that is down to nostalgia - they take me back to that 1970s barbecue and my childhood. Let's see what the next 20 years does to Coca Cola or Heinz and what memories these photographs stir up.