For this weeks task I have chosen to The Natural Confectionery Company to research.
The company has not used symbols or an Australian theme, however, I believe that the fun and colourful appearance of the logo makes the brand easily recognisable and trusted in Australia. The logo is made up mostly of text and background shapes.
The company has chosen muted blue/green and yellow/cream tones for the logo to fit the "natural" image that the brand chooses to portray which also maintain a fun and friendly theme that would appeal to both children and parents. The muted use of colours on the packaging may also suggest that the contents may contain natural ingredients with no artificial colours and sweeteners etc. The typography is bold and uses uppercase type to really stand out and the choice of colour does not intimidate (as bold black letters might).
I believe that the company is attempting to convey a natural (almost healthy) image that would appeal to parents but is also fun and kid friendly.
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