Beetroot Design Group, based in Thessaloniki, Greece, is a multi-award-winning communication design office and think tank that provides design services and solutions to a worldwide clientele.
What does hand-drawn type say about Alterra that typeset fonts cannot?
beetroot: Handwritten typography captures the human element more than any premade set of characters. In the case of Alterra Salads, our goal was to instill this particular human aspect as a subtle connection between the products and the human beings who grow, gather, package, and consume them. But we didn’t want the design to be too graphic (e.g., showing farmlands, packaging plant employees, or cute little kids who “eat their greens”).
You mention wanting to create a “homemade, friendly, Mama’s cooking feel.” The rest of the package is very crisp and bright. Was this done to create tension between modern and casual? Or was it part of the existing Alterra brand?
Setting the handwritten typography as the main communication device within a clean composition was our deliberate choice. We aimed to strengthen the visibility of our elements and to keep them clear of obstructions, or from colliding with each other. The sizing of those elements was also carefully adjusted so that the handwritten type and the sincere photograph of the product were the main visual focus. All the elements are floating freely in space and the packaging becomes casually inviting.
You frequently use custom lettering in your projects. Do your clients request it, or is it something you convince clients to use?
Usually clients are against handmade elements because, in many cases, it’s much more convenient to use a visual system that can be easily reproduced rather than being dependent on someone with a “good hand.”
Still, handwritten typography is not “the” way. It is a communication device with pros and cons, and when we incorporate it into a design, it’s because we strongly believe that it will work to the benefit of the client’s goals. Sometimes it’s important to remind people that behind an image, or in this case a word (that is also an image), there is another human being. It really depends—this call is primarily ours to make—but we are always working toward the creation of a visual-producing system in which the handmade elements are incorporated organically.
Why is it important to remind a client that there’s another human being behind an image?
Clients do not have to be reminded of anything. Clients need results according to their needs and specifications. It’s the users, consumers, and target audience who we are trying to reach. By introducing processes and outcomes with a visible human factor, we remind users that everyone involved in the communication process, including the clients and the designers, are human beings with an aspiration to make connections.
product: Alterra Salads
client: Alterra S.A.
design firm: Beetroot Design Group
art director/designer/hand letterer: Alexandros Nikou
photographer: Konstantinos Pappas
medium: Ink and digital
country: Greece
