The Parcel Pantry’s visual language was born from the nostalgia and personableness of brown paper parcels. This warm, vintage aesthetic combined with the modernity of a program whose primary function is based in technology made for an interesting juxtaposition ripe for exploration.

Color: The Parcel Pantry’s core color palette consists of yellow, greens, and blues that communicate hope, health, and technology. The neutral shades of cream and brown are a reference to the cream colored twine and brown paper used in old fashioned methods of wrapping parcels. They compliment the core color palette and are easier on the eyes when communicating large amounts of information.

Typography: Cooper BT is The Parcel Pantry’s lead display typeface. It is rounded and soft in its design, which makes for a serif typeface that feels sincere while maintaining a sense of maturity. PP Object Sans is The Parcel Pantry’s workhorse typeface. It is a very geometric sans-serif typeface with its Regular weight being carefully tuned for small sized body text.

Brand Mark: The Parcel Pantry’s brand mark is heavily inspired vintage postage stickers and stamps. It allows for a more playful way of incorporating branding into designs, sometimes functioning as a watermark.

Photography: For photography, the main star of the show is food! The stacked and overhead photographs of various produce items is meant to reflect how produce is displayed at local greenmarkets. I also wanted all of the photography to be quite warm in temperature in order to feel inviting and complement the core color palette of greens and blues.