A truly great wordmark can do some heavy lifting, even for a new-to-market brand. Sure, we’ve heard all about food photography and taste appeal and how that influences consumers’ purchasing decisions. But I’d be lying if I said I understand the choice to, say, put an image of a chocolate bar on a Hershey’s wrapper.
That’s not shade, mind you, but I know what moves me—aesthetically speaking, that is.
And maybe that’s why so many of our readers were generous with their views, thumbs up, and hearts with Unlearn Studio’s can design for the cannabis-infused kombucha brand High Tide. For our March 2023 Pack of the Month, we spoke with Unlearn creative director and partner Davide Baratta about the origins of the design for the upstart kombucha maker and why it might not be a wise idea to sample the goods while designing.
