This has inspired me to think about my brand beyond my logo and how I can build a visual identity around it to support the brand and create a story. First, I will start with the typography and think about how it should appear. The font I used for the logo was an Adobe font named Chelsea Market Pro, it was fitting to the brand as it is childlike and a bit messy, so it felt more fun and playful. The jaggered hand-drawn effect of the font looked like it could have been scribbled by a young child and communicates that the brand is aimed towards a younger audience because it isn’t as sophisticated and perfected. To pair with this typeface, I used a simple but easy to read typeface called ‘Rival Sans’, because it balanced the other typography and will work better for smaller sized text such as product ingredients or descriptions on packaging like the cooking instructions, whereas Chelsea Market Pro works better for the names of products and flavours since it is bold and will draw the viewers eye straight to the important information.

The NN group say that less is more and not to overdo it with decorative fonts, which is why you should balance out your display fonts with a neutral font, especially for copy text due to the smaller size causing potential readability problems. “Reserve decorative typefaces that have a lot of personality for less-utilized elements, such as headers or illustrations. Decorative typefaces are difficult to read at small sizes and should never be used for body copy.” (Krause, 2022)