Bread and Coffee...

I came across this packaging design work for Joe and Dough (ie. coffee and bread) on a packaging design website. I like the general feel of the design, but it seems like it could be much more playful and interesting. The take-away bag is getting there with the illustrations, but the bread box is boring as hell! This design does not seem to have been refined a lot, and the colours are quite an obvious choice...overall I think that so much more could be done with this brand, it does not need to be so stayed and dull.