The organic design aesthetic has been trending heavily for a years now. While it’s fun to look at it, often times it seems very forced and not fully thought through or executed well. That’s not the case with Auge’s work for Erbert.
Tackling the fresh-fast movement, Erbert is an exaltation of Italian ingredients and cuisine where clean eating is the standard, not exception. To evoke this sentiment, the Auge team allows the simplicity of food shapes take center stage with simple silhouetting style that creates unique visuals. These shapes are highly organic and marry so nicely with the organic style typography of the brand’s core logo.
Rather than having conflicting styles, the brand is amazingly orchestrated where every touch point is inarguably Erbert. The only place where I think a bit more exploration would be necessary is in the beverage labels. Yes, they’re simple, but they lack the same thinking and execution as the rest of the brand’s touchpoints. Collectively the work is so powerful that i can hardly say this is a notable shortcoming. More of a like-to-see.
