The contemporary use of colour and typography is juxtaposed against custom photographed black-and-white imagery to create a sophisticated and distinctive package design. There was deliberate effort to communicate the provenance of each product mainly through imagery by capturing origin or old world preparation methods. The bold and colourful industrial typography on the black background provides unique personality and immediate brand recognition while enabling variety differentiation among larger sub-families. As a result, upon launch there was immediate buzz and interest in this new line of premium products and has established a platform for continued growth.