For the fun side, friendly illustrations by The Small Monsters’ Sunil Sarwal and Andrew Malynowsky were used to make the brand stand out from its more staid competition, and the size and shape of the box were designed to fit comfortably in the consumer’s hand. The Strangelove font lends a playfully askew quality to prominent product info.
The Dorians logo, meanwhile, was given an “old-Fashioned Americana look” to convey high-quality craftsmanship, an essence supported by the packaging’s kraft paper construction.
“Printing on kraft was a real challenge,” said Sarwal, creative director, in an email interview. The brown substrate was both dark and absorbent, blunting the impact of the ink. “In the end,” after working for two weeks with printer Stuart Packaging, “we used a sealant on the carton, with two passes of over-saturated white under all the printing to get the desired effect,” Sarwal explained.
According to The Small Monsters, early reactions to the design and food quality were strong enough that Dorians quickly signed with a major distributor, and the line is now available across Montreal. The agency is now working on designs for five new flavours, two additional products, and the Dorians website.