|The ‘yogurt in a bucket’ we* designed six years ago has just been redesigned by our colleagues at Sogood (right picture). Imagine the brief: “We like a bigger logo, larger title and stronger colors, because our competitors scream louder.” The big type works well. Still, I am happy the bucket, hand drawn type and table cloth stayed. The problem with a lot of packaging design is the fear and underestimation of the consumer: integrity and pureness get lost.  * with Peter van Deursen and Alex Scholing