The doors of American supermarkets swing open to usher us into retail fever dreams, the fabulous fairy-tale world of who corporate brands would like us to be and who we wish we were. Meanwhile, who we really are gets lost in the vast landscape. Product package design meant to appear masculine says far more about hopelessly outdated cultural assumptions than it does about real shoppers, male or female. And reduced-calorie or lowfat products pitched towards women feel very out of touch now that it’s common for members of both sexes to be concerned with weight loss.