# Type-Based Branding Venice Cold Brew Packaging Relies on a Framework of Letters By Amelia Roblin | Published 2015-12-30 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/typebased References: [lovelypackage](http://lovelypackage.com/venice-cold-brew/) & [venicecoldbrew](http://www.venicecoldbrew.com/) 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](https://www.trendhunter.com/trends/venezia-fc-third-jersey) 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. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 57% | Activity: 29% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Minimalist Packaging:** Opportunity for brands to utilize simple and stripped-down labels to stand out amongst overstimulating product packaging. - **Typeface Branding:** Potential for brands to use bold and lightweight lettering to create a distinct and memorable visual identity. - **Transparent Packaging:** Opportunity for brands to showcase honesty and transparency through the use of clear glass containers and packaging materials. ### Where This Applies - **Beverage Industry:** Disruptive innovation potential for beverage brands to differentiate themselves by adopting minimalist packaging and typeface branding. - **Food Packaging Industry:** Opportunity for companies in the food packaging industry to cater to the growing demand for transparent packaging solutions. - **Graphic Design Industry:** Opportunity for graphic design firms to specialize in developing distinct typeface brands and minimalist packaging designs for various businesses. ## Related on Trend Hunter - [Accessible Cooler Packaging](https://www.trendhunter.com/trends/vodka-soda-sunset.md) - [Luminous Beverages Branding](https://www.trendhunter.com/trends/Rithms-Enlite.md) - [Vibrant Summer Packaging Designs](https://www.trendhunter.com/trends/first-harvest-green-tea.md) - [Colorful Kombucha Branding](https://www.trendhunter.com/trends/colorful-kombucha-branding.md) - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md) - [Modernized Coffee Rebrands](https://www.trendhunter.com/trends/modernized-coffees.md) - [Modern Vitamin-Powered Water Rebrands](https://www.trendhunter.com/trends/vitaminwaters.md) - [Modern Coffee Packaging Designs](https://www.trendhunter.com/trends/modern-coffee-packaging.md) - [Premium Clean-Cut Drink Branding](https://www.trendhunter.com/trends/sparkling-ice-branding-refresh.md)