Packaging has two main functions: on the one hand, it protects the product, makes it transportable, and on the other hand, it plays a major role in purchasing decisions. Packaging has to bring a desire in the potential buyer – it has to call out to them: Choose me, buy me!
Beside expressing the brand identity, the packaging has to stand out from the masses, in order to sell the product. One way to do this is to use hand lettering and illustrations. Good examples of hand-drawn letters on packaging design are the Coca-Cola, Mars, and Kellogg’s logos.