Everything Will Be Fine reference vintage postage labels in their clean identity for Postmarque
Aiming to “take the stress out of gift-giving,” Glasgow-born online store Postmarque offers ready-made gift boxes containing a handpicked selection of products from upcoming and independent brands. The boxes have a little something for everyone; catering to those looking to enjoy some me-time with a face mask and a diffuser to those hoping to sit down next to a scented candle with a book and a cup of tea.
For Postmarque’s identity, fellow Glaswegians Everything Will Be Fine found inspiration in traditional mailing labels and postmarks, using their established graphic traits to inform a duo of geometric logomarks. They’re applied simply across the brand’s signage and printed materials, with the choice of which one to use coming entirely down to “basic common sense,” the studio’s Creative Director Kerr Vernon tells us.
The graphic details of the marks are accompanied by CoType Foundry’s clean, technical sans serif Aeonik Pro – a choice that brings a contemporary edge to the studio’s traditional graphic references. It’s contrasted with Belwe – a display serif designed in 1907 by George Belwe. “I liked the idea of pairing a vintage font with a modern one like Aeonik,” Vernon tells us, “it gives the brand a very distinctive vibe” and “connects back to the idea of pairing the old with the new.”