A timeless typeface is chosen to appeal to the wide target group.

The ‘thick and thin’ is expressed in the alternating lines and negative space within the letters. The miniature circular emblem can be seen as a cookie connecting the title instead of the traditional ampersand.

The choice of using a no-frills, UPPERCASE-only font is straightforward, as outlined in the brief.

Monochrome is both modern and classic, projecting the intended sophisticated feel, ultimately giving space for product to take centre stage.