The Edit: five projects including Meat Studio’s 8-bit identity for Beijing convenience store Gogo
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.
For Beijing commuters on the go, the fittingly named convenience store brand Gogo provides a quick and easy bite to eat. Working with Beijing Subway, Toronto and Beijing-based Meat Studio have provided an identity filled with flavour. In 8-bit, neon-lit vibrance, design elements take inspiration from the mundane daily commute of Beijingers and the restorative concept of ‘buffs’ (temporary upgrades) in video games. Opting for a utilitarian and neutral typographic direction, the team modified Founders Grotesk and HY QiHei for the Latin and Hanzi typefaces. By knocking out the positive spaces of intersecting strokes to create ‘cut corners,’ this small feature gives a nod to the daily grind and the chase of commuting to and from work. From onigiri to bottled coffee, products are charmingly labelled with familiar and nostalgic 8-bit illustrations, reminding workers that a tasty power-up is there if they need it.
With the aid of David Einwaller’s classic and contemporary serif Morion, Studio Daniel Siim have crafted a timeless identity for Peruvian designer Andrea Jose. Through ethically sourced materials, and inspired by Peruvian culture and craft, Jose produces unique jewellery whilst also celebrating the value of reciprocity within the jewellery system. Taking this ethos into consideration, the Copenhagen-based graphic design practice, led by Daniel Siim, devised a sophisticated and minimal look. Alongside clean negative space, Siim’s solution lets the beautifully-photographed jewellery do the talking.
Continuing the theme of conscious design, Les Zinc created the sustainably-minded branding for Bilum – a company that, since 2005, has been upcycling emblematic materials to create 100% ‘made in France’ pieces. Following 16 years of success in the B2B market, the brand decided to go into B2C, with creative direction aided by Les Zinc’s expertise. From manifesto to website, the studio – based in Paris, Lyon and Barcelona – designed Bilum’s brand image as a tribute to upcycled materials, with each product having a ‘story.’ Klim Type Foundry’s Pitch Sans – a love letter to the typewriter – was the perfect choice as the primary typeface, communicating every story and history of the products with heart.
Rejecting the stereotypes, rituals and classic connotations associated with the world of wine, Atipus turned to satire with an aim to communicate the naturally-produced and ancestral Pét-Nat wines to a wider audience. The Barcelona-based studio chose to name the selection of extraordinary wines after aristocratic titles to show prestige and ostentation. Then, in an act of overthrowing the establishment with a French revolutionary flair, decide to cut off their heads. Characterised by razor-sharp type and a cut that crosses the label, Nobles i Guillotines (nobles and guillotines) balances the traditional and the modern with provocative and a tongue-in-cheek sense of humour.
When sleepwear brand Gretes decided to change its primary material – natural silk – to sustainably managed pine and eucalyptus forests, they had one main concern. They were in need of a brand image that would not only appeal to their existing customers who love traditional silk but also attract new environmentally and fashion-minded clientele. Their dreamy visual language, created by Lithuania-based Andstudio, positions Gretes at a sweet spot between these two audiences; ‘endless, comfortable and nature-inspired dreaming.’ Blending a contemporary and innovative approach with a touch of luxury, a straightforward and minimal sans serif is paired with a luxurious script, intended to mimic handwriting from royal stationery. Delicate and sensual, the brand is tied together with the key colour white, providing contrast to the sustainable cardboard packaging of Gretes’ products.