If you’re looking to translate worldly foodstuffs into charming packaging design and branding, look no further than Fable. The creative consultancy based in Singapore has taken a simple design approach to a branding project for makers of Asian pastries, Chen Nguyen, which is distributed throughout Vietnam and China.
Using elements inherent to the logotype, the letters ‘n’ and ‘u’ have been abstracted as basic shapes, and arranged in three ways to represent three, slightly unfamiliar flavours of pastry: an oval for durian fruit, a circle for salted egg, and a triangle for yam. With a mix of green, orange or purple accents, the characters representing each of these flavours have also been designed with their own colour scheme. With its strong typographic appeal, the design that emerged makes a meal out of basic shapes and colours.
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