I recently stumbled across this rebranding project for Thomas J Fudge’s Remarkable Bakery by Big Fish and particularly liked the illustrative style and contrasting selective colour.
As I am currently working on my own self-initiated branding project I have been doing lots of branding research to see what works and what has been overdone. This old-school drawing style has been uplifted by bright colourful ingredients. With an overall smart, sophisticated look, this brand identity is intricate and effective.
The packaging is image-led, using classic serif fonts and it has a traditional, high-end feel to it. The old portrait-style sketchy drawings and the humour of the oversized, unusual hats creates a light, attractive design. If I saw these products on a shelf alongside the more typical, basic food packaging I would think they looked luxurious and expensive so hat’s off to Big Fish.