Aesthetically, this brand looks outdated. The scenic imagery of a highland field is purposefully trying to communicate a sense of freshness, but paired with the secondary image of cheese, this seems to contrast and look messy alongside the text heavy composition. The typography choices are very diverse which weakens the consistency of the design and looks clumsier than if one or two type choices had been used, and also visually conveys low budget/quality which may or may not be true, demonstrating the importance of strong branding.
The title of the brand looks quite outdated too, however this type is chosen to reflect the celtic side to the company as the product is made in Scotland, although this could be communicated in a more contemporary and attractive way to attract more customers instead of perpetuating the idea that vegan food is a bit ugly.
What I like about this design is the use of the tagline "care for animals - care for your health" which cleverly instills that as humans we also gain something from veganism as well as the animals. It's important to educate about every avenue of veganism, e.g health, animals and the environment.
The second brand I researched was Daiya, an American brand which produce dairy free alternatives to cheese and desserts such as yoghurts and cheesecakes. This brand is especially popular in America but to my knowledge does not stock the products in the UK.
The overall aesthetic of the website and branding is clean and fresh, communicated through plenty of negative space and vibrant green colours. The leaves featured on Daiya’s branding represents the plant based aspect of the product, but they also look like birds, which connotes freedom.
The smooth sans serif looks modern which would be useful on a shelf with other products, as in comparison to Sheese, Daiya would look contemporary, attractive and professional which would make the consumer place more trust in the brand to taste good and buy into it.
Alongside this type choice there also hand rendered text featured on the website which communicates a relaxed and personal aesthetic, and personalises the brand.
“Melts & Stretches” is communicated through a script typeface, reflecting the nature of the product which is relevant in context and looks fun.
Swedish Glace is a ice cream brand who have produced a variety of flavours shown above.
The dark black packaging looks intriguing and luxurious, which is relevant as ice cream is regarded as an indulgence, and the packing reflects this.
The sans serif is very clean and minimal, again making the brand modern and appealing. It has to be noted that the choice of adjectives also reinforces the appeal of the brand “rich” “juicy”, with the flavour in bold creating a visually stimulating composition and accentuating this element.
The choice of imagery looks high quality and balanced, and matches the title colour of the flavour which is attractive and complimentary. The colour is kept fairly minimal on each different design, with only one main colour on each, avoiding overcomplicating the composition.
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