Rimowa by Commission, United Kingdom

Opinion by Richard Baird

Wordmark designed by Bureau Borsche & Commission studio for functional luxury luggage manufacturer Rimowa

Rimowa, an abbreviation and then compound of founder Richard Morszeck Warenzeichen name, is a Cologne based manufacturer of luxury luggage. It has a significant history, beginning in 1898 as a travel and leather goods maker known for its innovative approach, and growing to become an international brand with a distinctive line of polycarbonate and aluminium products.

Rimowa’s first fully aluminium designs were created following a fire in 1937. This destroyed all the materials except for the metal, and led to the development of durable and light weight aluminium product which is now complimented by an equally light weight and durable range constructed from polycarbonate. Both feature Rimowa’s distinctive ribbed relief across their surfaces.

To help reaffirm Rimowa’s position as a global leader and celebrate its 120th year, Commission worked with Chief Executive Alexandre Arnault and Chief Brand Officer Hector Muelas to develop a new “timeless” and “stylish” graphic identity to support future activities and deliver a considered and cohesive brand experience for Rimowa customers.

Commission introduce a monogram, new typographic style, colour palette and pattern motif to the workmark designed by Munich-based Bureau Borsche. And through graphic identity, material language and mechanism link a variety of touch points. These include packaging, retail experience and in-luggage items, as well as giftboxes, retail bags, owner manuals, guarantee cards, luggage tags, dust bags and liquids bags.

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Tangent GC Hand Cream by Carl Nas Associates, UK

Opinion by Richard Baird

Packaging by London-based Carl Nas Associates for Tangent GC's range of organic and perfumed hand creams

Tangent GC began as a Scandinavian organic garment and shoe care company developing products that intended to ensure longevity, and entered the organic skincare market in 2016. The company’s graphic identity, a simple typographical expression, designed by Essen International, delivered a sense of informational immediacy through the absence of superfluous stylistic detail and colour, yet divide content and drew out a distinction in the arrangement, orientation and typesetting of Akkurat Mono.

As Tangent GC ventured into the organic personal skincare market they worked with London based Carl Nas Associates to build out the visual language laid down by Essen International. This new phase saw the studio pair a similar approach to skincare packaging with a launch campaign of dynamic image (stills and animation) for the soap range which made a connection to the brand’s beginnings, visualising fragrance as swirling fabric.

For Tangent GC’s latest product, a perfumed organic hand cream, Carl Nas Associates begin to introduce new form and material language through an exposed aluminium tube, and continue to play with contrast, creating a launch campaign that features warm and detailed illustration by celebrated airbrush artist Syd Brak, the man behind some of the 80’s best-loved Athena posters.

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Dr Jart+ by Pentagram, United States

Opinion by Richard Baird.

Packaging and graphic identity by Pentagram partner Paula Scher for specialist skincare brand Dr Jart+

Dr Jart+ is a South Korean skincare brand that formulates its various ranges to tackle specific conditions, and derives its name from the positioning phrase “Doctor Joins Art”, an articulation of the brand’s unique fusion of dermatological science and art, presumably, something along the lines of pragmatism combined with creative leaps.

The balance between the psychological and physiological components of skincare—internal feelings and external sensation, the aesthetic and the remedial—are touched upon, alongside practical considerations such as a spacial sensitivity, shelf impact and range fragmentation, in the design of Dr Jart+’s new packaging and graphic identity, developed by Pentagram’s Paula Scher and team.

The design currently links Dr Jart+’s Ceramidin creams and liquids, which were launched in South Korea during 2017 and are due to roll out internationally in 2018, but will go on to include other ranges. These will share the same form language, but will be differentiated by colour and material.

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