Opinion by Richard Baird.
Tangent GC is a Scandinavian organic garment and shoe care company developing products that intend to ensure longevity. The company’s brand identity, a simple utilitarian typographical expression, designed by Essen International, delivered a sense of informational immediacy through the absence of superfluous stylistic detail and colour, dividing content in the arrangement, orientation and typesetting of Akkurat Mono.
Venturing into organic personal skincare, Tangent GC worked with London-based Carl Nas Associates to build on the visual language laid down by Essen International, with a similar approach to packaging, whilst introducing a beta version of Akkurat Mono Bold and a launch campaign of dynamic image that makes a connection with the brand’s beginnings, visualising fragrance as swirling fabric. This post was updated October 2017 with more campaign and packaging images as TangentGC launch new products.
Triumph & Disaster (T&D) is a male skincare and accessory brand that appropriates the traditional grooming experience associated with the past and fuses it with the high quality, natural and scientifically formulated expectations of today’s market. T&D’s packaging, created by New Zealand based design studio DDMMYY, references and confidently brings the type-heavy, heraldic detail, and traditional structural and material choices of the past into the present with a clear communicative consistency and an unusual but distinctive white on black colour palette. DDMMYY continue to work with Triumph & Disaster and have recently published images of their packaging solution for the brand’s latest travel kit On The Road.
Men’s Biz is one of Australia’s leading online retailers of men’s grooming products. Following eight years of growth Men’s Biz decided to move into the world of high street retailing by opening their first physical store in Melbourne’s Royal Arcade. To coincide with this new venture Men’s Biz approached Melbourne based studio ThoughtAssembly to develop a new visual identity. This process went on to include a new logotype, letterpress stationery set, packaging, signage and soon to launch website.