The Edit: five new projects including Glasgow Film Festival 2021 by O Street
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.
Glaswegian design studio O Street have stayed local for their rebrand of Glasgow Film Festival 2021, with an identity that seeks to celebrate the world of cinema both in the theatres and online. After operating for 15 years, Glasgow Film Festival has become known for its approachability and friendliness, requiring an equally joyful and jubilant identity. Delivering on this need, O Street have created a wonderfully vivid and charismatic brand, thriving within vibrant illustrated tableaus, welcoming typography and a tone of voice that screams in ecstatic technicolour. Celebrating the love of cinema and the rollercoaster of humanity and excitable emotion experienced through it, O Street have crafted a holistic visual identity that almost seems like a film character itself – the plucky, positive and exuberant lead who you can’t help but smile at.
With festivals in mind, graphic designer Maria Marks has created an energising identity for theoretical ready-to-drink hard seltzer company Betwist; a magical pre-mixed cocktail venture that aims to capture the excitement, imagination and hallucination found at festivals. Translating this through intoxicating and jubilant typography and graphic illustrations, the Dublin-based designer also tackled the shape of the drinks themselves, opting for a perfectly proportioned size appropriate to bum-bags and satchels. The name itself is characteristic of the drinks objective; coming from the word ‘betwixt,’ alluding to the exaggerated, creative and wild amalgamation of people you can become at the festival – and indeed drinking Betwist.
Working on Kulfi’s strategy, packaging, art direction, copywriting as well as the visual identity itself, NYC-based designer Badal Patel went head-first in her branding for the cosmetics company – a new venture set up by Priyanka Ganjoo to celebrate and accommodate the overlooked complexions of South Asians, often foregone in favour of the eurocentric beauty standards. Providing an attitude as well as a sense of fun, Patel’s resulting identity is both strong and soft, playing with an innate sense of nostalgia alongside a prolific contemporary styling. Sat upon a subdued colour palette, Patel developed a customised wordmark, using LFT Etica as the foundational typeface before adding a more calligraphic flair to reference both the luxuriousness of the product and the personability of the brand.
Montreal-based non-profit Mange-tout is on a mission to help those in need, collecting leftover food from across Montreal in a bid to both reduce food waste and provide sustenance to those who would otherwise go without. In need of an overtly friendly identity, fellow Montreal-based design studio Studio Monozygote took on the challenge; creating a gleeful brand constructed of the unmistakable Futura Condensed Extra Bold, the supportive TT Commons Bold and a series of illustrated peas to literally and illustratively translate the abundance of positivity within the brand. The result is beaming with character and vibrancy, utilising typographic impact alongside the identity’s illustrated aspect to catch people’s attention for a great cause.
Mirroring club culture and the thriving electronic music scene, Spotify playlist Altar, true to its name, serves up current underground hits in a constantly updating platter for those interested to enjoy. Since launching in April 2019, the playlist has grown to having over 350,000 followers, with ever-expanding interest forming outside of the Spotify digital space as well – with collaborations and live DJ sets across the UK. Needing an identity both in line with Spotify’s existing brand as well as reflecting the refreshing and eclectic content of the playlist, designer Albin Holmqvist has created a visual aesthetic that does as much and more; designing a series of lock-ups, symbols, patterns and modules that give infinite flexibility to the identity’s application. With nostalgic graphics immediately reminiscent of club culture, Holmqvist’s identity has a process-led, analogue feel that is as familiar as it is striking. Relying on a dynamic process of printing and scanning to achieve a treated effect as if we’re one step closer to a night out.