Packaging & HoReCa

Packaging and a menu share one trait. The customer is holding them at the exact moment of deciding, or of judging what they have just bought. That is why they sit in one category here - the same rules of clarity and order apply to a box, a label and a wine list.

Packaging and labels

The first group is about the product in its box. We cover marking series, editions and variants, the choice between a simple label and a decorated one, the inside of a box as an overlooked place to say something, and why the way a product is arranged changes how valuable it seems. Practical threads follow: how a shipping box differs from a gift box, instructions supplied with a set, reusable packaging, and recycled materials that still look considered.

Restaurant and hotel

The second group covers print that works on the floor and in the room:

• Menus - a layout where a guest finds what they came for quickly.
• Seasonal inserts - specials and new dishes without reprinting the whole menu.
• In-room material - information cards, door hangers, key card holders.
• Table pieces - coasters, place cards and table numbers.
• Takeaway - packaging combined with a leaflet and a discount card.

Keeping the set consistent

The closing thread joins both areas. A menu, a wine list, seasonal cards and in-room print should read as one family, in the same way a box, a label and an insert do inside a parcel. You will also find articles on hotel welcome packs and on printed guides to the local area. The easiest way in is the article on whichever item you order most often - the rest of the set usually falls in behind it.