Typography plays a clear, functional role across Whittaker’s packaging, helping each product communicate flavour, hierarchy and brand with confidence and consistency. It works alongside illustration, photography and colour to ensure information is immediate and easy to read, even on a crowded shelf in the supermarket.

The typographic approach is consistent across the core range, providing strong brand recognition while allowing individual products and limited editions to express their own character. For some limited editions, the typography has been hand drawn, for example Hot Choc Cross buns.