The Edit: five new projects including déjà by Milk
Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks.
Aiming to create healthier, more sustainable diets for our pets, New Zealand-based pet food producer déjà turns unsold human-grade meat from supermarket delis into nutritious treats for our four-legged companions. Made in collaboration with grocery behemoth Foostuffs New Zealand, déjà’s products reduce food waste, follow strict safety protocols and utilise advanced production processes. Auckland-based creative studio Milk designed déjà’s visual identity and packaging to reflect the vibrant and endearing personalities of our pets. By using just a few graphic ingredients, the identity system is as reductive and essential as the products themselves. Revolving around a striking custom condensed typeface, Max; a characterful serif wordmark; a minimalistic colour palette; and a series of whimsical illustrations, the identity successfully avoids the typical clichés associated with sustainability-led companies.
The Climate Group, one of the world’s leading brands in the battle to halt climate change, is campaigning for a world with net-zero carbon emissions by 2050. To achieve that goal, they’re working with businesses and government leaders in an attempt to spark action and drive real progress. Asked to refresh the Climate Group’s identity, London-based agency Human After All devised a system that revolves around the statement ‘To Drive Climate Action. Fast.’, following workshops and interviews with more than 70 employees. A flexible circular mark, known simply as the ‘climate symbol’, acts as the distinctive core of the resulting identity system. The mark behaves as the glue between the multitude of sub-brands within the Climate Group’s hierarchy, playfully changing in pattern across static and moving applications.
“Which flag do you want to choose to represent yourself?” was the question asked of themselves by Vienna-based Studio Leichtfried at the beginning of their development of Designmonat Graz 2018’s visual identity. A diverse programme of exhibitions, lectures and workshops, Designmonat Graz attracts more than 100,000 visitors to each of its annual editions, placing the creative industry at the forefront of Austrian culture. “There is no flag which can represent a city in all its facets,” they decided of their aforementioned question, as cities are “always about crossing borders, breaking down norms and aspiring to create something new.” This ethos is reflected in the design festival’s dynamic identity system, which brings together components from all 195 Austrian state flags. Each application of the brand sees a multitude of forms pulled from each flag playfully displace and deform each other to form ever-changing combinations of colour and geometry.
Lintel is a Sydney-based studio for architecture, named after the structural horizontal block that spans the opening between two vertical supports. Regardless of whether that opening leads to a place familiar or daunting, the lintel provides an opportunity. “Lintel Studio for Architecture can be thought of in these terms,” explain the studio behind their identity, Design by Toko, as they’re “designing forward-thinking buildings with a backwards glance.” The identity itself builds directly on that train of thought, intelligently and delicately rotating a sans serif ‘L’ to represent a metaphorical lintel.
Based out of Taiwan, HUE.S is an online jewellery store offering a selection of high-end silver products. Aiming to reflect the fluid malleability of silver, local creative studio aether³ designed HUE.S’ logo to incorporate a consistent flow of curved serif forms. It takes inspiration from Bodoni-style lettering, resulting in a typographic solution that harmoniously speaks to both modernity and classicism. It’s “complementary and opposite at the same time,” the studio adds.