Freigeist was a popular concept within 18th Century German literature and journalism. It was used to describe those who believed that thinking should not be constrained by certain fundamental and non-contestable values, traditional ideas and established channels of distribution. The concept of the “free-spirit” and of free-thinking is also a recurring theme within Nietzsche’s own philosophy. Although, at first glance, the Freigeist concept may appear as lacking complexity, Nietzsche found a philosophical significance within it. To him, it was more than an invocation towards individuality and the subversion of expectation but the search for and liberation of a spirit. In this third issue of Freigeist, conceptualised, designed and edited by Richard Baird and published by BP&O, the search for that spirit continues in the form of a lecture-turned-zine. This lecture was delivered to the Falmouth MA Graphic Design program in 2020 and will again be presented as part of an online event on Tuesday 11th August. Tickets are available now on Eventbrite and order the zine here.
Text by Richard Baird.
Oji is a sushi brand of firsts. It is the first in New Zealand to use fully recyclable and biodegradable packaging and the first to use all free-range products. This is a significant move forward and marks the brand out from well-established competitors. Oji opened in New Zealand with two locations in Auckland’s Commercial Bay, a place where they source their salmon, with the intention of franchising and developing smaller service station, mall and food court concessions in the future.
With a desire to attract attention, to be recognised as a fun and memorable brand and differentiate it from other sushi chains in the country, whilst channelling something of the Japanese culture, Oji worked with Seachange to create its brand identity. Following a trip to Japan, and inspired by colliding worlds of tranquility, craft and refinement, vibrancy, neon and pop, the studio developed a visual language of character and characters. These boldly link the biodegradable packaging with interior graphics, menus, signage and website.
Join Richard Baird (BP&O & LogoArchive) on the 11th of August at 7pm BST for a lecture over Zoom on writing as a catalyst for creativity in graphic design and other related (and unrelated) ideas. The format will be a lecture with slides, with time for questions, statements and conversation. As the lecture is the zine and the zine the lecture tickets include a copy of this latest issue with free international postage. Sign-up here or visit the LogoArchive Shop to order your copy.