The idea behind Embutique packaging was not to have a fine-tuned brand identity with tight typefaces and immaculate illustrations, for the Spanish restaurant in London hoped to communicate a personal touch with a visual scheme that looks handmade. The apparently handwritten lettering and drawings on the crisp wrappers works to reference the care that goes into the assembly of each individual item on the menu.
The DUCXE agency chose white paper for the sleeves, the coffee cups, the boxes, the bags and the stationery. These blank sheets are treated to casual-looking markings that seem to have been made with ink and a free hand. Slightly rough lines and playful doodles give Embutique packaging personality, yet the strokes are clean enough to communicate quality.
Handwritten Sandwich Branding
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