Are you tired of seeing cute packaging in the grocery store? Well, some people are. 

You know Millennial packaging when you see it. It’s cutesy, it’s maximalist, and it catches your eye on the shelf at the grocery store. It looks optimized for social media: full of bright colors and cartoon characters that are somehow vintage and brand new. It seems like every pantry staple has been yassified, or at least Millennial-ified. Instead of mayo, there is Ayoh, instead of pasta sauce, there is Sauz, and instead of olive oil, there is Graza. All of these things have something in common– a graphic language that immediately identifies them with a generation. And whenever anything becomes a codified trend, haters start to come out of the woodwork. Some complain that this design style is overplayed, or signals that something is overpriced rather than genuinely high quality. But what does our hatred of that design language have to say about our current culture?