The font helps to reinforce a branding identity. This is why the fries example has a unified face. The copy is also seconday to the brand, which is the first th

The font helps to reinforce a branding identity. This is why the fries example has a unified face. The copy is also seconday to the brand, which is the first thing the eye sees. Contrast with he curry one where the branding is taking a back seat to the messaging. These are two different styles of advertisement.