Cursive type is a fantastic visual shortcut towards vitality and naturalness in branding.
Although this may not work without a little tweaking
Have a look at this example which I saw whilst walking down the juice aisle. At first sight I read it as ‘beef’ which is obviously a bus ride away from what the product is trying to communicate.
With a little crafting and layering on the pack, this could be easily remedied without losing any of the energy and naturalness in the chosen font.
Remember, it’s always worth taking a few steps back to ensure the brand works as well from a distance as it does close up.
#Branding, #Design, #Packaging, #Marketing
