# Handwritten Sandwich Branding Embutique Packaging Expresses an Approachable and Personal Image By Amelia Roblin | Published 2014-02-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/embutique-packaging References: [packagingoftheworld](http://www.packagingoftheworld.com/2014/02/embutique.html) & [ducxe](http://www.ducxe.com/embutique--ducxe.html) 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](https://www.trendhunter.com/trends/summertime-art-box). The apparently handwritten lettering and drawings on the [crisp wrappers](https://www.trendhunter.com/trends/pressure-sensitive-labels) 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](https://www.trendhunter.com/trends/blueprint-coffee), 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. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 94% | Activity: 90% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Handmade Packaging:** Disruptive innovation opportunity: Create personalized packaging that conveys a unique and authentic brand image. - **Casual-looking Markings:** Disruptive innovation opportunity: Explore using casual and handwritten elements in branding and design to create a more approachable and relatable image. - **Clean Quality Design:** Disruptive innovation opportunity: Combine clean and precise design with handmade elements to create a visually appealing and high-quality product packaging. ### Who This Affects Most - **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. - **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. - **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. ## Related on Trend Hunter - [Food Packaging Refreshes](https://www.trendhunter.com/trends/higgidy-1.md) - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md) - [Vibrant Spanish Meat Packaging](https://www.trendhunter.com/trends/onmi-design.md) - [Re-Designed Family-Owned Olive Oils](https://www.trendhunter.com/trends/itxart-olive-oil.md) - [Casual Pizzeria Marketing](https://www.trendhunter.com/trends/uk-pizza-chain.md) - [Wisdom-Focused Skincare Packaging](https://www.trendhunter.com/trends/wise-personal-grooming.md) - [Upgraded Brand Packaging Schemes](https://www.trendhunter.com/trends/higgidy.md) - [Contemporary Tea Packaging](https://www.trendhunter.com/trends/chaiboy.md) - [Pink Sushi Boxes](https://www.trendhunter.com/trends/dept-sushi.md)