YCN - Graze - Their new approach

Just checked out their website for more research and discovered they have begun to incorporate type illustrations alongside their product range, as seen below. Upon first looking at the Graze website, we noticed that although they promote the fact their products are hand-made and 'hand picked', there was no evidence of this. However, they have uploaded a video showcasing how the baker bakes their bread.

Although these titles look fairly uniform, using a distinct & illustrative style, their entire brand aesthetic still seems inconsistent. The video can also be found below.