Candice Bondi blurs the lines between beauty, fashion and food in her identity for PetitGrain
In a refined explosion of colour and candour, Cape Town-based designer Candice Bondi has crafted the identity and packaging for South African nut butter brand PetitGrain, mirroring the sophisticated nature of its product line through a frank typographic execution and poignant colour palette.
Blurring the lines between beauty, fashion and food, Bondi opted for Pangram Pangram Foundry’s Editorial New; a beautiful serif that injects an elegance and serenity to PetitGrain’s identity. Needing a refined sans to counter Editorial New, Bondi explains “I needed to pair it with a typeface that allowed the two to work in harmony,” she adds, “as opposed to fighting against one another when used in such close proximity.”
Choosing Luzi Type Foundry’s Cádiz to achieve her goal, the resulting pairing is a match made in heaven; with each carrying with them an equal elegance, as well as thriving in their own right. “After reading the origin story of Cádiz,” Bondi recalls, “there was no surprise when it came to learning that it’s synonymous with beauty,” making it even more appropriate to her ambition to counter the expectations of design with the beauty, fashion and food industry.
This was made all the stronger due to Bondi’s influence over the packaging’s form, having a decent level of control over its scale and size, resulting in a dynamic modular system across the labels. “The initial labels looked fairly similar to the final ones because the first set of jars were both taller and wider,” Bondi tells us, “once the final jar size was settled on, it was an easy adaptation to an already modular label layout,” she adds, only needing to make minor copy adjustments without compromising the design and its impact.
A key player in the identity is the palette, which lays the foundations of the packaging design – maintaining a vibrancy, soul and earthy tone without detracting from the typographic finesse of the graphic system. “I drew inspiration from foods such as turmeric, acai berries, matcha green tea, cacao and baobab,” Bondi concludes, using the colours to promote the potential and power of the foods as well as to reference the organic context of the products.