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Tangent GC Organic Soap by Carl Nas Associates

Text by Richard Baird

New packaging designed by Carl Nas Associates for Tangent GC's new line of low-impact organic, vegan, cruelty and fossil free soap range.

Tangent GC began as a Scandinavian organic garment and shoe care company developing products that intended to increase the life of clothing and footwear, and entered the organic skincare market in 2016. The concern given to the longevity of skin becomes an understandable extension of that original intention.

Carl Nas Associates, who have been working with Tangent GC on their packaging treatments for an ever-growing number of products over the last few years, worked on the brand’s new line of organic soaps. Just as with earlier work, which could be described as having a minimal sensibility (in the truest not trendiest sense of the word), this is very much about nuance and continuity. This post functions as an extension of previous posts. It reiterates the elegance and flexibility afforded by and present in the original type treatment and efficacy of good material choices and the communicative potential of surfaces and structures. This is a rare opportunity to see how a solution functions across time and within new contexts.

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Ediya Beanist by Studio fnt

Text by Richard Baird

Visual identity and packaging programme by Studio fnt for South Korean coffee brand Ediya Beanist

EDIYA is a well-established South Korean coffee brand, with franchised stores and array of drinks and branded products. It has the largest number of stores, exceeding that of Starbucks and any other international brands, opening its 3000th store at the end of 2019. With such a strong foothold in the market, and with the rise of at-home and ready-to-drink variations of large coffee store brands internationally, EDIYA sought to develop this within the national market, recognising that, with the current income levels in Korea, there was space to expand into the home-brewed coffee market.

Through the day-to-day operation of its stores which afford it a real-time understanding of market shifts and changes in consumption and demand, EDIYA has developed deep regional insights. This is paired with a full end-to-end production capability, from raw material sourcing to processing, to roasting to product develop in its own coffee lab. Drawing on this experience EDIYA created BEANIST, a new home brewing brand. And worked with Studio fnt to create branding and packaging. The studio sought to maintain EDIYA’s brand equity, drawing on aspects of the company’s coffee shop store signage, and give this new brand a clear presence within the competitive instant coffee market through a striking intersection of form, colour and communication.

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