Loyd Grossman : Taste is Everything

Ads from U.K.-based Premier Foods for its Loyd Grossman brand of premium sauces are seasoned with premium type treatments fashioned by prolific Brit letterer Alison Carmichael, AlisonCarmichael.com. The art direction of these transit posters, seen also as a supplement in the Evening Standard, "echoes the premium packaging of the products with typography that has been further enhanced through retouching," says Clemmow Hornby Inge creative Simon Hipwell. "This adds a 3-D feel and texture to the lettering to help drop it into the 'real world' of the fork, spoon and chopping board," with the intention of making the words "look good enough to eat."