Project Type: Produced
Product Launch Location: Australia
Packaging Contents: Chocolate
Packaging Substrate / Materials: Cardboard/foil
Printing Process: Screen
I love minimal type and clean lines, but I live in an affluent area, and all I see in stores and windows are products with plain words and negative space paired with the latest interior design colors on beauty and food products, and it’s a bit boring.
I feel like minimal type and muted colors are very agency “Mumsy” friendly designs and are the majority of the purchase options in-store. So it’s either Dull or Dull. Now and then, you get 5% weirdness, and they are usually the purchases I make. I grew up in the ’80s and ’90s, and bold, dominating type soaked my formative years and led to my believing that type should be unique and memorable to become iconic. The typefaces I like are usually hand-drawn on Procreate on my iPad then vectorized in illustrator. What was the most challenging part of this project?
Choosing colors that look great as a family and also scream unique. But I wouldn’t really say any part of the projects I take on board are challenging in a negative way, or I pass on it. Playing for hours with color combos is a privilege and suits my disposition. I would rather experiment with color and form than speak to people or engage in small talk with my age group, so the job plugs social avoidance nicely. As a designer, often you’d prefer to look and observe than engage. You can’t say the wrong thing or upset the design; you can be as foolish or experimental as you like.