Typography and Colors

After World War II, the intricate illustrations gave way to more abstract graphics that made use of typography and striking colors. In recent years, some companies have continued to update their brand identity.

The 1960s brand Filosófo, for example, once sported a paper wrapper with concentric circles, illustrated stars, and a serif typeface. Today, it features a more contemporary typeface and a pristine, watercolor-like rendition of oranges adorned with blossoms; the stickers are shaped like leaves).