![Brandless packaging](https://static.dezeen.com/uploads/2017/07/brandless-packaging-design-products-_dezeen_hero-852x479.jpg)
Brandless trademarks white space for minimal packaging
New company Brandless has taken minimalist packaging to the extreme by trademarking a white box for its range of food and home items, which each cost $3.
Launched last week, Brandless aims to democratise the grocery industry by stripping away brand labels and treating products equally.
![Brandless packaging](https://static.dezeen.com/uploads/2017/07/brandless-packaging-design-products-_dezeen_hero-a-852x479.jpg)
To do this, the company submitted a trademark for a white box, which forms the base for the ultra-simple graphics rolled out across its range, co-designed with Brooklyn agency Red Antler.
Each product comes in a different single-colour package, with the white box containing its name and key facts or ingredients in text in the same hue. The Brandless logo – which doesn't feature prominently on any of the products – is also contained within a white box.
![Brandless packaging](https://static.dezeen.com/uploads/2017/07/brandless-packaging-design-products-_dezeen_2364_col_38-852x568.jpg)
By removing identity, the company said it is saving on the hidden costs incurred when purchasing from a national brand – known as BrandTax – and can therefore bring down the price of the goods.
As well as simplified design, every item from a stainless steel knife to a jar of coconut oil costs $3 (£2.30) and can only be purchased online, with additional costs for shipping. Delivery is currently only available in the USA.
![Brandless packaging](https://static.dezeen.com/uploads/2017/07/brandless-packaging-design-products-_dezeen_2364_col_20-852x572.jpg)
The San Francisco-based company was founded by Silicon Valley entrepreneurs Tina Sharkey and Ido Leffler, who spent two years turning their idea into reality.
![Brandless packaging](https://static.dezeen.com/uploads/2017/07/brandless-packaging-design-products-_dezeen_2364_col_31-852x568.jpg)
"With Brandless, we wanted to invent something completely fresh and new," said the duo.
"Something that puts purpose into every product and message shared, and models a new kind of relationship between people and the companies built to serve them – directly, with integrity, transparency, authenticity, and democratised access," they added.
![Brandless packaging](https://static.dezeen.com/uploads/2017/07/brandless-packaging-design-products-_dezeen_2364_col_10-852x572.jpg)
Brandless launched with an offering of 200 products, chosen for their day-to-day usefulness.
The homeware, beauty products and non-perishable food items were developed and rigorously tested to make sure they were competitive against industry standards. The majority of materials and ingredients are sourced from the US.
![Brandless packaging](https://static.dezeen.com/uploads/2017/07/brandless-packaging-design-products-_dezeen_2364_col_22-852x523.jpg)
The current trend for minimalist graphics and packaging is picking up pace, with everything from credit cards to beer cans receiving a stripped-back treatment.