Selfridges "No Noise": Do You Need The Name?

I work in marketing, and everyday my job is to create strategy and execute programs that will give consumers incentive to pick my product over the competitor.

One of the best tools I have is the actual brand name of the product I am selling.

Dove.

Pepsi.

Sony.

These words, and thousands of other brand names, mean something to people and inspire feelings - good or bad.  Admittedly, a brand's identity is often tied to a logo, and many of these logos are quite familiar to consumers, but how powerful are these logos without the words or name?

To be honest, it would terrify me if you said that I had to sell my product without the name.

Even though I work on a pretty well know brand.

But Selfridges, an English department store, is testing this over the next few months as part of an initiative they are calling "No Noise."  The desire is to give consumers some relief from the craziness and constant stimulation of the holiday season.

As reported in the UK Mail:

"The department store's "No Noise" project centres around the re-launch of its Silence Room, first created by founder Harry Gordon Selfridge in 1909, to allow customers to 'take a moment to pause and switch off' and where they will be asked to leave shoes, phones and '21st century distractions' at the door."

In addition to the "Silence Rooms", Selfridges will drop their name from their distinctive yellow shopping bags and have partnered with specific vendors to create labeling on their products that is without words.  These items will be in a special part of the store called "The Quiet Shop"

An example of what people can buy {photo credit}:

As a marketer, I think this is pretty interesting.
And I admittedly like purchasing things that are a little different from the norm.

But will there be a significant return?  Does this make the items "exclusive" or 
"limited edition" and therefore they sell faster?

{I imagine producing these items was a bit of a manufacturing challenge with small batches, different processes, etc.}

And while these are all iconic brands, is there a risk that consumers don't recognize their usual ketchup and turn to something else?

Additionally, for some of the lifestyle products it also begs the question of recognition.  A few of these products may be purchased because they have brand names on them.  

Does this make them more or less desirable?

What do you think?  Would you have any problem purchasing products with wordless labels?
Are there any products you don't recognize?

Until Tomorrow . . .