Packaging in three steps – part 2: The letter

This is something we had to learn. We had about 5,000 years to learn. Even private labels have developed typographic characteristics specific to their category now, which is good if we want to avoid buying wipe tissue instead of bon-bon. Ancient documents had been highly functional, as their purpose was to record data or events. Letters were invented by Phoenicians around 1200 BC, which allowed complex thoughts to be recorded. The beginning of real typography came when printing was invented. As a result of printing, reading became a part of everyday life, instead of being the privilege of a few. Soon, an incredible amount of knowledge had been accumulated in written form. In the course of these centuries, brands an services acquired letter types specific to what they offered. Their style clearly reflect their traditions, like the baroque letters used for beer as early as the 10th century, or the grotesque letters used by banks for modern services. Bikers attending a biker meeting form a homogeneous crowd, in which individuals are almost impossible to distinguish. However, when a biker is sitting next to us in a theatre, we have no problem distinguishing him from the rest of the crowd. This is also what modern marketing does. Letters alien to the category are used to make the product more distinct from others. This, of course, takes a lot of courage and a strong brand. Smaller players cannot afford to use this method. This is only for multinationals. The great multiplicity of brands cannot choose classic letter types, which has led them to develop category specific letters for categories like children, feminine, masculine, cool, sweet etc. characters. Next edition: part 3: Illustrating flavours