Here we found some visual precedents inspired by other biscuit brands, craft chocolate and beer and biscuits with a unique difference. The purpose and proposed target audience is clear through these designs - a glance at the lemon burst packaging tells us it's slightly healthier than other biscuits due to it's simple design and strong type. Farmbake and Ernest Adams use a hand-written font and designs that reflect a home, to show a traditional, home-baked style of a biscuit. Other packaging shows a simple, honest brand, or a brand that focuses on fun flavours which is shown through colourful illustrations and a relaxed sans-serif font.
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