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
Embutique Packaging Expresses an Approachable and Personal Image
Trend Themes
1. Handmade Packaging - Disruptive innovation opportunity: Create personalized packaging that conveys a unique and authentic brand image.
2. Casual-looking Markings - Disruptive innovation opportunity: Explore using casual and handwritten elements in branding and design to create a more approachable and relatable image.
3. Clean Quality Design - Disruptive innovation opportunity: Combine clean and precise design with handmade elements to create a visually appealing and high-quality product packaging.
Industry Implications
1. Food and Beverage Packaging - Disruptive innovation opportunity: Rethink traditional packaging designs in the food and beverage industry by incorporating handmade elements to add a personal and unique touch.
2. Restaurant and Hospitality - Disruptive innovation opportunity: Experiment with casual and handwritten branding in the restaurant and hospitality industry to create a more authentic and relatable customer experience.
3. Design and Advertising - Disruptive innovation opportunity: Introduce a combination of clean and handmade design elements in the field of design and advertising to create visually engaging and memorable campaigns.