Literally translated, my title for this work for famous Dutch dessert brand Mona is ‘tastily untidy’, with assorted typefaces and diecuts suggesting good old-fashioned sweets like Grannie used to make (in the seventies, naturally).
As well as this, the lack of obvious design system puts any thoughts of factory production to the back of mind. Two portions of nostalgia, then: Yummy!
Takeout: Rigid design systems are good at ‘premium’ and ‘effective’ (for example) but not great at ‘joy’ or ‘love’.