Aronia by Work In Progress
Opinion by Richard Baird Posted 26 March 2012
Aronia is an organically grown brand of aronia cordial that is sold through health food stores across Norway. The packaging, designed by Oslo based multidisciplinary design agency Work In Progress, combines and contrasts an ornate, etched and illustrative script with the sans serif modernism of the Pur logo-type. A simple black, white and gold foil treatment has a contemporary restraint that is successfully mixed with a classic and more medicinal sensibilities that make this look premium but not old fashioned.
“Aronia is a wild plant from North America, much used as ornamental shrub in European gardens. It has black berries with extremely high levels of antioxidants, two times more than blueberries. North America Indians used the juice from Aronia as medicine. There are many theories on the positive effects of antioxidants. The design is inspired by “patent medicine” from late 17th century America.” – Work In Progress