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.