Opinion by Richard Baird Posted 9 July 2014
Aura is a new range of high end products from door sealing system manufacturer and specialist Lorient. These include drop seals, perimeter seals, door bottom seals, threshold plates and ramps designed with a distinctive curved profile that is described by Lorient as creating a sophisticated visual aesthetic that also spreads and diffuses sound. Design studio Believe In recently worked with Lorient to develop a brand identity for the Aura range, which went to include logotype, launch brochure and sample pack design with holographic foil detail, and product photography.
By contrasting the large sans-serif characters of Replica Bold and their distinctive squared terminals with smaller, lighter type, and utilising tactile uncoated papers and boards, a cool grey, black and bright white colour palette, holographic foil and blind emboss print finish and some well shot cross sections, Believe In’s design treatment effectively reflects the Aura’s convergence of aesthetic and utility, its crafted detail, technology, technicality and material quality, and appropriately draws on themes of architecture, structure, light and shade to deliver both visual and communicative impact.