Branding & Packaging: Aloxia

Aloxia is a new secure earring back product that aims to solve the problem of lost earrings through a unique gripping mechanism. The company approached me (Richard Baird) last year to establish a visual identity system that would resolve the practicality, utilitarian and accessible qualities of the brand and the fashion aspect of the accessory market.

“As part of any branding identity exercise I spent time the first part of the project identifying and distilling the primary propositions that made up the brand and their product. Functionality, reliability and accessibility were key factors that had to sit within the accessory market. A simple geometric logo-type constructed from elemental forms extended across a brighter and more fashion orientated pattern emerged as the clearest way of communicating such a position.”

The elemental construction and rounded terminals of each character across the Aloxia logo-type was designed to fuse a utilitarian functionality with a friendlier and more accessible edge taking into consideration the predominantly female market. These letter-forms extend into a large and colourful geometric pattern and introduce a more fashion led aesthetic as well as operating as a frame for the product. A clear plastic structural design floats the earring backs through the middle of the packaging and showcases the product in a similar way to glass cabinets in fashion boutiques. A UV varnish, raised ink and block foil print treatment add to this experience and contrast with the simplicity of the identity.

The juxtaposition of a bright pattern and monochrome identity creates a duality that comfortably moves between function and fashion. This is emphasised across the printed collaterals by dividing the monotone logo-type and corporate information and the full colour pattern with a UV varnish across either side of the business card, letterhead and compliment slip.

Visit the BP&O Logo Gallery for a glossary of all the identities reviewed on BP&O.