A food brand loud enough to make you hungry.
Logo, packaging system and art direction for Melted, a loud food brand with real appetite appeal, from the cup right down to the wrapper.
Overview
Melted is a loud food brand that needed packaging and an identity with real appetite appeal.
We built the logo, the packaging system and the art direction, from the cup right down to the wrapper. A food brand gets one look on a counter or a street corner, so the work had to be readable in a second and make you hungry in the next one.
Details
- Client
- Melted
Scope
- Logo01
- Packaging system02
- Art direction03
The challenge
Food packaging has two jobs: be recognised at a glance, and make you want what is inside. Most fast-food branding does the first with a big logo and forgets the second. Melted needed both, on everything from a paper cup to a crumpled wrapper to a billboard, without the identity getting lost when the space gets small.
A logo that drips
The wordmark is the idea. The tall strokes of the letters run down past the baseline, like something melting. Shortened to "mltd", it still works on a paper wrapper the size of a hand. One mark, two lengths, same joke, and you only need to see it once to get it.
Red, yellow and the food
Red and yellow are appetite colours, and we used them without apology. Then we let the food do the rest: a billboard with nothing but the product and the name. The packaging stays simple, so the mark and what is inside do the talking. Fewer elements also means the system survives a cheap print run, a greasy wrapper and a sign seen from across the street.
