Graphic Design Student Chop the Cultural Ties to Encourage Cooking Creativity

By Rasmus Vestergaard
Published 05/07/2023
Category: Student Project

Feta is Greece. Mozarella links to Italy. Halloumi takes you to Cyprus. Typically, companies centre the storytelling around cheese’s geographical origins. What if we did something different instead? Could we encourage and find new ways of using cheese in our daily cooking?

Matilda Thorwaldsson, recently a graduate in graphic design from Malmö Universitet, went out to challenge the conventions to explore new packaging territories. She explains, “Unlike the rest of the segment, I wanted to avoid the traditional motifs that one often sees on cheese and instead focus on the cheese as an ingredient. To do this, I tried to create typography that reflects the properties of the cheese. Feta is square and straight, mozzarella is rounded and a bit stretchy, and halloumi is that sort of squished and vaguely square shape that halloumi usually has when you open it.”

Fuzio wants to avoid showing a tomato salad with basil and olive oil on the mozzarella packaging. They encourage seeing and using the cheese for its properties, not its history.

Matilda Thorwaldsson

Fusing letters

“I wanted to create a logo that suited both the design routes I was working on. It would symbolise fusion while also having a ‘cheesy’ visual feel. I made several sketches where I tried to incorporate fusion by linking the letters together and several alternatives where I tried to symbolise the characteristics of the cheese. I also wanted the logo to be bold and have a lot of blackness to really stand out on the packaging and also work on top of images.”

“The logo I landed on is based on the typeface Basic Sans, which I also use for other text on the packaging. I’ve modified the F and U to create a sense of their connection even though they aren’t touching each other. This gives the logo a slight connection to fusion in a simple way.”

“Besides the logo, I wanted to work with text that highlights the different characteristics of the cheeses. Making cheese as a product the centre of attention is a way to encourage fusion since I then remove the traditional and geographical connotations found on many other fresh cheese packages.

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