Patchett’s by Designers Anonymous
Opinion by Richard Baird Posted 20 July 2012
Patchett’s is a UK gourmet confectioner that specialises in the creation of natural, handmade and batch produced sweets. The brand’s visual identity and packaging for their first range, a selection of uniquely flavoured marshmallows, was created by London-based agency Designers Anonymous and utilises a pale colour palette, soft geometric shapes and classic typographical cues to capture the artisan and craft based nature of the brand and the light but natural flavour profiles of the marshmallows.
“Spending time with our client, we were impressed by the lengths she went to perfect her recipe for gourmet marshmallows. After many test sessions, Ms Patchett finally arrived at a recipe and process that met her strict standards. It was at that point that we created the line ‘Patchett’s makes perfect’.”
“The packaging is inspired by vintage confectionery and features a repeat pattern that continues the ‘Practice makes perfect’ repetition theme. The patterns show the transformation from key ingredient to marshmallow shape… Each flavour has a unique pattern based on a key ingredient.” – Designers Anonymous
What really stands out for me is the amount of communicative value drawn out of a very simple combination of pattern, type and colour. The relationship between pattern and practice is very subtle but resonates well through geometric form, incremental change and grid based layout, details which add an interesting contrast to the more organic, imperfect and handmade qualities of the marshmallows and celebrating the use of basic ingredients.
The custom inline logo-type with candy cane detail and pastel colour palette have an playful craft sensibility that draws on the classic candy shop vernacular. The broadly spaced use of Gotham below delivers a slightly on-trend, but solid sense of practical professionalism, reliability and contemporary consistency. Plenty of white space provides a natural freshness and restraint that alongside the tangy (but natural) highlights neatly compliment the tone of the marshmallows and emphasise their distinctive flavours.