[Too] Simple Packaging?

I visited Morrisons yesterday, and whilst looking through the aisles something grabbed my attention! I noticed a large white box with nothing but the minimum in terms of text. This packaging done by Morrisons is obviously a way of demonstrating that the product is from the savers' range, with even the ink being saved on! Even though the box features almost no design aspects, it instantly stood out amongst the flashy boxes of Kellogg's and their competitors. The box certainly did it's job in terms of standing out and certainly grabbed my attention, the sans-serif typeface is perfect for this job.

However, the design of the box itself is not actually that great. The "savers" near the Morrisons logo looks crammed in, which is ironic on a box full of white space, with the spacing being very uneven vertically. Also, I don't see why the 'bran flakes' is in bold, surely it should be the other way around?

I think that Morrisons has done a good job of thinking about how they can grab consumers' attentions on a shelf full of almost identical looking products, and this certainly did. However, the little design that they did feature wasn't that great and let the concept down.