We care what it looks like - kerned! Underdone! Crude! Ahem, sorry for the Oliver Twist. Founded by Julian Roberts in 2001, Irving & Co. create absolute feasts for the eyes. Their design is so tasty I feel like licking the label and buying a jar of olives, and God do I hate olives.
- Irving & Co
- London, United Kingdom
What stood out for me about Irving & Co. was the personal approach they take. A personal relationship with foodies who have personal relationships with food has lead to some very personal design. I found this quote from Julian on The Food Bugle so relevant for clients that want to succeed. Solidifying your ethos and vision is paramount in clarifying for yourself what you believe in and what you represent, as well as for the customer.
“It’s vital that independent food producers articulate their ethos and create a visual identity that identifies them from others. The most successful food and drink brands are created by people who love what they do and work all hours in the pursuit of making the best product they can. These people invariably have a strong personality and set of beliefs which can be extracted and honed into a true and memorable visual identity.”
I thought I’d feature some of their work for Carluccio’s in particular, as I’ve already saved the entire site. Little did I know, but Julian began working with Priscilla Carluccio after leaving 20/20 and sending hand-written postcards to five clients he admired. Priscillia gave him a call and since then they have worked side by side developing the brand gradually and intelligently (no rules, no guidelines, mamma mia!). For the past ten years they’ve discovered what “ingredients” works best for Carluccios; generally Italian fonts (Bodoni with a bitta Futura), spicy colours (che bello!), stunning illustrations (Adrian Johnson, Jeff Fisher) and Alastair Hendy behind the lens to create photographs that feel like the style of contemporary Italy.
Look at all that variation, yummy or what?