Selfridges in London is introducing a shop known as the 'Quiet Shop' the shop features a range of well known brands and products which have been debranded. The idea of the shop is part of a 'No Noise' retail campaign.
'The ‘Quiet Shop’, now open in the Concept Store on G as part of our store-wide No Noise initiative, offers a carefully selected range of products that encourage ‘considered purchasing’. From a capsule collection of unique symbolically de-branded items to everyday stationery and wardrobe staples, the edit promotes a purer approach to design and shopping.' (http://style.selfridges.com/whats-in/welcome-quiet-shop-selfridges)
Selfridges describes the actions of recognisable brands removing their logos and baring all as an 'admirable step' which 'promotes a purer approach to design and shopping.' Personally the I think it could be argued that brands such as Heinz are so familiar and established that simply removing any typography doesn't necessarily debrand the instantly recognisable item.
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