ABOUT THE PROJECT
The challenge with this package design was to create a package for a product often wrapped in plastic and slapped with a sticker. Encasing the cheese in beeswax cheesecloth and tucking it safely inside a package is a simple, yet new approach to cheese packaging and a hot take on saying "no" to plastics.
BEHIND THE NAME
A Ta Santé is a common French toast which means "To Your Health". This name paired with the tagline "Cheers to Cheese" created the dimension in wordplay alone. Crafting the hand-lettering boiled down to finding a balance between sophisticated, charming, and rustic characteristics. Unrefined edges add an aged feel while the style of script has a chunky elegance that is easily read and inviting.
WHY NOT SHOW THE CHEESE?
Cheese can be predictable, especially when most packages allow you to see right through to what you're getting. The idea behind this packaging was to present the synesthetic visions of what these may look, smell or taste like. It's made to give you a "ratatouille" moment from the second you hold it. Without the sight of cheese, the consumer is made to explore the box, just like the founders explored for these recipes.
ILLUSTRATIONS
The illustration style of quickly drawn ingredients offers that rustic charm you'd expect and hope for from a locally produced product. Found on only 2 faces of the package as to not overwhelm the senses, these illustrative ingredients add a hint of familiarity and trust a person may want in a consumable product.
Type Selections & Layout
Aminetta and the Work Sans family were used in this design. Aminetta evokes happiness and balances well with the logo hand lettering, while Work Sans is simplified and easily read. Since the package is playful and colorful, the typefaces had to work with that, not against it. The layout while being straightforward is segregated around the package with the intent of consumer exploration. It tells the story of each cheese type and the flavors it includes, unlike other packages that are often comprised of a one-note, flat sticker on plastic wrapped cheese.
