The two biggest loves in our lives are undoubtedly design and food, so we’ve delved into the culinary industries to scope out our favourite examples of brand and art direction along with packaging design and production. These are our personal favourites with explanations why:
Alice: Carluccio’sCarluccio’s branding and industry presence is one that looks quite simple to achieve, but it actually incredibly hard to pull off properly. Irving & Co have managed to pull off fun simplicity whilst keeping the brand open to all ages and particularly family orientated. With a mixture of retro Italian-styled imagery, rustic textured stock and vibrant colours, Carluccio’s is able to be MORE than just it’s namesake, and instead offers a friendly and celebratory experience to its visitors and customers alike.
Abi: BeavertownIn the world of craft beer, Beavertown have become synonymous with intensely flavoured IPAs, Ales, Saisons and Stouts with real character, but what really sets their brand apart is the labour of love that is their packaging. The logo and brand presence took a real turn for the better when illustrator Nick Dwyer was tasked with creating concepts for each style of beer which were then printed directly onto the cans. There’s no doubt in the quality and craft of the brewing but Beavertown have managed to turn what you’d normally throw away into art pieces or collectors items, and that in itself is a fantastic feat.
Owen: Marou, Faiseurs de ChocolatMarou packaging has been doing the rounds on Pinterest for a while now, and with its bold colour schemes, metallic patterns and subtle embossing, it’s easy to see why its so readily repinned. What really caught Owen’s eye was the care and attention to detail behind the brand; the fact that each wrapper is lovingly illustrated, exposed, screen printed with hand mixed inks and then meticulously embossed. The patterns capture the Vietnamese heritage beautifully, along with a nod to art deco coloured in shades naturally apparent in cocoa pods. If you find that hard to believe, then check out this video that shows the process from beginning to end.
Fran: LeonOne of the most exciting things about Leon as an iconic brand and industry player is that their whole aesthetic has been created by their in-house design team. From their menus to book covers, interior design to signage, the whole thing is shaped by the Leon brand story and the fact that the team are immersed in this every day. The other bonus to having a in-house design team is that Leon are able to move incredibly quickly from concept to actually seeing their project up in stores dotted all over London, so new ideas and product lines are constantly cropping up, keeping the brand exciting and fresh.
James: Jamie OliverAn empire as vast and varied as Jamie Oliver’s needs a truly flexible brand; one that is able to adapt to its differing surroundings and tell a unique story but still retain a very strong sense of the driving force, in this case, Jamie himself. Whether it’s from the interior and surface pattern design seen at one of his new bars, cafes or restaurants that span the UK or the distinctive and seemingly effortless product packaging that has infiltrated all major supermarkets, every aspect of the Jamie Oliver story makes sense and has its own place. Although the apparent design ‘styles’ change quite radically, they are all get cohesive by clever use of structured colour palettes and typography.
Joe: GüGü, who are now a household name by anyone’s standards, had quite humble beginnings before brand agency BigFish got involved. Together, they managed to take a small business called “The Belgium Chocolate Company” and put such a twist on the brand that soon the supermarkets that sold these products in their fridges were directly copying the style of packaging and tone of voice for their own lines. Through clever market positioning, Gü was able to stand out amongst its competitors and brought a sense of gourmet luxury to every day grocery shopping. What would normally be reserved for the shelves of Waitrose, has spread to Sainsbury’s, Tesco and Asda to name a few, and has lead the way in getting consumers to expect and demand more from the quality and aesthetics of the produce they’re buying. Not only that, but Gü changed the way marketers wanted to package their goods. From there on in everybody had to raise their game in order to get noticed. Since their explosive growth, Gü have since changed tack again in order to distance themselves from imitators, and have diversified their packaging to encompass a new conceptual feel involving synaesthesia (where two or more senses are joined together, like seeing colour when hearing sounds).