Notice how the photograph is working with the design: the use of depth of field, the composition of the elements, the perspective on the plate and the effect of the cropping, leaving the corners in read.

Look at the white thin design elements on the corners. The subtle framing effect.

Look at the main branding area: the central-upper front. Notice the use of typography:combination of fonts, the use of dramatically different sizes, visual textures and differnt negative spaces.
To adchieve a tight compositional effect the space between letters (letter spacing) and space between lines (line spacing) has to be customized.