The Food Chain The art of food branding
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Mar 13, 2025 In this discussion, Paula Scher, a legendary graphic designer known for her work on Shake Shack, joins Arjen Klinkenberg, the creative force behind Tony’s Chocolonely’s distinctive wrappers. They dive into the power of food branding and the emotional connections it fosters. Scher reveals the elements that create a lasting visual identity, while Klinkenberg shares insights on the quick design process behind his iconic packaging. Together, they explore the balance between artistic freedom and commercial demands, emphasizing the importance of strong branding that endures.
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Visual Differentiation
- Product appearance heavily influences consumer perception, especially when distinct.
- Standing out from existing market brands is crucial for getting noticed.
Tony's Wrapper Design
- Arjen Klinkenberg designed Tony's Chocolonely's wrapper in 10 minutes with no prior packaging experience.
- He attributes the design's success to his lack of inhibiting experience and following his gut.
Shake Shack Branding
- Paula Scher designed Shake Shack's logo and branding, initially a small project for a park restaurant.
- The design adapted to different locations while maintaining consistent core elements, contributing to global success.