Simply because most steps in the commercial graphic design process must almost always involve working on the computer, concepts for packaging like Senor John's BBQ Sauces still choose to make good use of one's tools at hand.
The design of the paper shopping bag, the boxes and these glass bottle labels have all been executed with distinctly hand-drawn techniques, inspired by the cardboard signs that the homeless hold up along city streets. This aesthetic choice was a very intentional one, given that the profits made in the sale of these barbecue sauces go to Feeding the Nation's Homeless.
A black marker appears to be the most used medium to create the block letter text and outlines of various illustrations. Lorena Mondragón even included facts about street people on Senor John's BBQ Sauces packaging.
Freehand Condiment Branding
Senor John's BBQ Sauces Packaging Helps the Homeless
Trend Themes
1. Hand-drawn Packaging - Opportunity for companies to differentiate themselves by embracing the hand-drawn aesthetic in their packaging design.
2. Socially Conscious Brands - Disruptive innovation opportunities for companies to align their products with social causes and use profits for social impact.
3. Cause-driven Marketing - Opportunity for businesses to leverage cause-driven marketing to engage consumers and drive sales while supporting a worthy cause.
Industry Implications
1. Food and Beverage - Disruptive innovation opportunities for food and beverage companies to create packaging that tells a story and supports a social cause.
2. Graphic Design - Opportunity for graphic design industry professionals to explore and leverage hand-drawn techniques in packaging design.
3. Social Impact - Disruptive innovation opportunities for organizations to use their products or services to address social issues and contribute to positive change.