Most of the time, our food packaging and their cute cartoon mascots lie to us. Well, at the very least, they’re just not as straightforward as these minimalist labels by London-based design student Beth Fox-Fuller.

Created as a concept for British supermarket chain ASDA — the project focuses on telling the shopper like it is. Even if the products do come off a bit arrogant and overconfident in their attempt to get you to bring them home.

[link, via designtaxi]