Bold simplicity tells the story of 20 Grams in a high contrast color palette. From the modern typography as a basis, the design team adds a dash of disruption with a hand drawn script that carries a pop of color. The dichotomy of the two creates a brilliant merging of perfection with high creativity which is exactly what you want with baked goods and coffee brand.
What’s impressive is how well the brand is carried across touchpoints including storefront and mobile versions. Every touchpoint carries the identity well without deviating. This often times creates a bland brand experience, but in this instance it creates a visual cadence that just strengthens the identity with every moment.
Twenty Grams’ look is defined by the brand typography set on a 90° angle. This serves as an anchoring element establishing a grid layout basis. Thinner and smaller typography set against that anchor creating a highly gridded layout that would be very rigid if it weren’t for the disrupting hand scrawl type reading “Twenty Grams” as well.
I do wish the hand scrawl had more importance other than spelling out the brand name again. This would be a great device for establishing a verbal identity or labelling system. Especially with the color treatment and how it contrasts with the heavy black and white.
