At one point in time, consumers preferred to see elaborate graphics on packaging; now, many are more than satisfied with the use of type-based branding. A more recent stylistic wave favors a stripping down of product labels, setting such minimalist items apart from the overstimulating bottles and cartons that are often otherwise displayed on shop shelves.
In this example, Venice Cold Brew features basic screen-printed lettering in a typeface that is both bold and lightweight at once. This particular font is sufficient in standing out without seeming to scream at the consumer in its all-caps format. It's quite a careful balance. An unusual short container and an honest transparent glass both further the unique impression that the type-based branding offers, framing iced coffee as a cool alternative to caffeinated soft drinks.
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