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ShopAround by Design by Toko, Australia

Opinion by Richard Baird.

Brand identity and business cards by Toko for New York and Amsterdam-based creative production agency ShopAround

ShopAround is described as a creative supermarket, however, in more conventional terms, began as an artist representation agency in 1998. It has grown, since then, to become a creative production agency specialising in contemporary illustration, graphic design, animation, motion graphics and interactive design. ShopAround co-ordinates a network of over 80 international freelance designers, and fosters new creative talent from its offices in New York, Amsterdam and Rotterdam.

ShopAround worked with Sydney-based Design by Toko on a new visual identity. This appropriates the visual vernacular associated with independent supermarkets and small gift shops. Colour and shape form the basis of identity, with a referential quality that is playful and distinctive in its new context and proportionality. This links business cards, stickers and tote bags, with an updated website soon to follow.

Logo by Toko for New York and Amsterdam-based creative production agency ShopAround

Brand identity and business cards by Toko for New York and Amsterdam-based creative production agency ShopAround

Design by Toko takes the shapes defined by a mechanical labelling process, an intentionally garish (but functional) high contrast colour palette, and the utility of a monospaced typeface and place these within a context in which to represent a creative service and process that is far from the mechanical, where shape, colour and type is more that just a product of practicality, contrast and legibility. In this appropriation, subversion and scaling up, the ubiquitous becomes the distinctive and unique. More work by Toko on BP&O.

Design: Designed by Toko. Opinion: Richard Baird. Fonts Used: TBC.

Brand identity and business cards by Toko for New York and Amsterdam-based creative production agency ShopAround

Brand identity and tote bag by Toko for New York and Amsterdam-based creative production agency ShopAround

Brand identity and business cards by Toko for New York and Amsterdam-based creative production agency ShopAround

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Logo, business cards and print by Toko for New York and Amsterdam-based creative production agency ShopAround

Logo, business cards and print by Toko for New York and Amsterdam-based creative production agency ShopAround

What do you think of Design by Toko’s brand identity for ShopAround? Share your thoughts in the comment section below or get the conversation started on Twitter.

Brand identity and stickers by Toko for New York and Amsterdam-based creative production agency ShopAround

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