The US and Israel's war in Iran has disrupted global supply chains, leading companies to rethink their packaging designs. Calbee, a Japanese snack giant, has temporarily removed its vibrant colours from 14 products, switching to black-and-white packaging to avoid supply interruptions. This minimalist shift could be seen as an unexpected stress test for effective brand design.

The decision is not just about aesthetics; it's also practical. Printing ink shortages due to naphtha supply issues have compelled companies like Itoham Yonekyu Holdings and Kagome to reduce their ink usage, while Nisshin Seifun Welna plans to use plain paper bands instead of coloured plastic packaging for spaghetti.

While some fans suggest making the minimalist design more engaging through customer participation, such as colouring competitions, others see it as a serious challenge. The 'silhouette test' – or in this case, monochrome test – highlights how important black-and-white recognisability is for brands.

The article also mentions that the current crisis could force western brands to consider desaturating their packaging designs in response to similar supply issues, thereby testing the effectiveness of their brand identity. The Tropicana rebrand failure serves as a stark reminder of why colour can be a double-edged sword in branding.