As a food related company it had to be bright, colourful and convey freshness. We decided a craft look would be appropriate, stencils, paint brush effects and free hand illustration. Some of the first mock-ups are represented in the first three designs, however we had discussed the cartoonist Quentin Blake, the illustrator of the Roald Dahl books and his scribble ink drawing style with the colour going outside of the lines. I imitated that style somewhat in the fourth design and that was decided to be the place to work from.