As I sat down to eat the obligatory post-Christmas turkey curry earlier this week (lovingly nicknamed Quirky-Murky-Turkey Curry in our house!) the new graphics on the table jar of mango chutney caught my eye. I noticed that the previous, rather ornate typography had been replaced by a hand-drawn brush script, giving the brand a lighter, more informal appeal.
My interest was piqued as this clearly follows the current design trend towards a more hand-crafted approach. 2017 has seen a return to a more organic, hand-crafted style. Many brands are looking to create a more authentic look that will appeal to customers who seek products that reflect their own values, culture and beliefs.