Generic was an idea we developed for a grocery store that would only sell highly curated generics in minimal white packaging, and it would only sell one version of each product, in an effort to make the grocery shopping faster, easier, and easier on the mind. Part of the idea was that everything would be screened and chosen on the basis of ethics, quality, and taste to inspire confidence in shoppers. Economists have found that we make less optimal decisions when faced with too many choices, and other researchers have found that we only have a finite amount of willpower that is taxed unnecessarily by mundane, arbitrary decisions. On top of that, the visual clutter of a typical grocery store can cause stress, anxiety, and mental fatigue. Generic helps solve all of those problems. As an added benefit, less product variety would mean a smaller, more human-scale, and more environmentally friendly grocery store.