It's quite difficult to achieve with the majority of edible products, but Claire McCulloch's pasta packaging quite cleverly appropriates the foods' physical characteristics into the very text that labels it. The UQAM student worked with a range of five types of noodles and scrawled the name of each sort straight across, as if with that particular piece of cooked pasta.
Capellini is the finest variety, so it's marked with the most delicate cursive writing. Next in thickness is spaghettini, then spaghetti, then linguini, followed by fettuccini. That last sort of noodle is labeled with a delightfully chubby font, printed onto the paper wrapper in a cheerful red ink. Each piece of Claire McCulloch's pasta packaging suggests the stoutness of its scrumptious contents.
What's Driving This Trend
- Edible Typography
- The trend of incorporating the physical characteristics of foods into packaging design presents opportunities to disrupt traditional typography and create unique branding experiences for customers.
- Creative Packaging Materials
- The trend of incorporating the physical attributes of food into packaging design offers opportunities to embrace unconventional packaging materials and create a more sustainable packaging experience.
- Personalization in Packaging
- The trend of using the physical characteristics of products to inform packaging design creates an opportunity to personalize packaging experiences for customers and drive brand loyalty.
Who This Affects Most
- Food and Beverage
- The food and beverage industry can explore incorporating edible typography into their product packaging design to create unique and memorable brand experiences.
- Packaging and Labeling
- The packaging and labeling industry can explore creative ways to use unconventional materials and incorporate product attributes into packaging designs for unique brand experiences.
- Marketing and Advertising
- The marketing and advertising industry can leverage the trend of personalization in product packaging design to create targeted brand experiences for customers based on their preferences or purchasing history.
