There are many tenets of this design that speak to me critically and aesthetically. Overall, I enjoy the minimalist use of space and color combined with the simple graphic of wheat on the bottom of the baguette package. It gives the graphic a sense of true space from earth to sky (it seems Vivel is written in the sky). The graphic of the wheat itself is whimsical and illustrative in nature, giving a charming homage to the old style of Scandinavian baking.
The typography of the packaging can only be described as "retro", again going back to the old style baking of the mid century. It's a nice cultural and typographical reference that retains its modernity within this composition. The letterforms are bolded and very black indeed, main font for Vivels has its own unique character and stands out against the block letterform of the body text. The contrast of thick and thin in the numbering, however, softens the overall composition and works to, in fact, remind us that this company is selling baked goods...not guns.
The cellophane packaging below is an interesting packaging material choice, but it really lets the product speak for itsself while still "wrapping". The scalloped edges on the black borders give the product finesse and feminity, while the black masculine colors and typefaces balance the overall design.
The general design of this packaging, I believe, does a good job of balancing feminine and masculine without getting "Suzy Homemaker" on the bakery. The interesting typographical treatments throw us for a loop because they are more bold and intense than a typical bakery package design, which is usually assumed to more refined and feminine.
It's a simple but beautiful Scandanavian design. I'd eat it.
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