Opinion by Richard Baird.
New Chapter is a UK-based word therapy start-up that offers a unique approach to counselling. This involves participants being invited to express themselves through the written word. The synergy between personal development, a forward momentum and the written word as a mode to achieving this forms the basis of New Chapter’s clever logo design created by Paul Belford Ltd. This appears on signage and bookmarks, and is complemented by a similarly weighted grotesque wordmark.
Opinion by Richard Baird
A. N Other gives its perfumers the creative room to craft limited edition, luxury and high concentration fragrances free from the pressures of consumer trends, market segmentation and budgetary constraints. These are then sold directly to consumers through its website. A.N Other places greater value on the internal composition of each of its fragrances, and the inspirations and aspirations of its creators, than the outward expression and associated expense of boutique spaces, lavish adverts, glossy magazine coverage and celebrity endorsements. This direct to consumer approach and a focus on ingredient quality, concentration and sustainability, as well as perfumer and fragrance story, is distilled down and projected by graphic identity, developed by Socio Design, initially online through website, and continuing into packaging. These are linked by naming and strategy, and by details that include bespoke typeface and logotype, brand imagery and copywriting, also created by Socio Design.
Opinion by Richard Baird
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.