AI-powered
podcast player
Listen to all your favourite podcasts with AI-powered features
The Food Chain
The art of food branding
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.
26:28
Episode guests
AI Summary
AI Chapters
Episode notes
Podcast summary created with Snipd AI
Quick takeaways
- Brand design influences consumer choices by creating emotional connections that help products stand out in a crowded market.
- Successful branding relies on maintaining a strong identity and resisting unnecessary changes that could dilute the original design vision.
Deep dives
The Emotional Impact of Brand Design
Brand design plays a crucial role in influencing consumer choices by creating emotional connections with products. Designers stress that branding goes beyond mere logos; it encompasses feelings and subliminal messaging that resonate with consumers' past experiences and preferences. For instance, a well-designed chocolate bar wrapper can evoke nostalgia and admiration, making the product more appealing than its competitors. As discussed by industry experts, effective branding should distinguish itself from 'a sea of sameness,' ensuring that products stand out on the shelves.
Get the Snipd
podcast app
Unlock the knowledge in podcasts with the podcast player of the future.
AI-powered
Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode
Save any
moment
Hear something you like? Tap your headphones to save it with AI-generated key takeaways
Share
& Export
Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more
AI-powered
podcast player
Listen to all your favourite podcasts with AI-powered features
Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode