The Edit: five projects including Pentagram’s typographic packaging for Canadian brewer 2DADS
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.
Dominic Lippa’s team at Pentagram have gone bold with their identity for 2DADS, a brewing company based in British Columbia, Canada. Founded by Will Sorrell and Greg Iredale, the pair began with the intention of brewing high-quality craft beers that are easy to enjoy and accessible. Crafting an identity to stand out in an overcrowded marketplace, the Pentagram team opted for a typographic direction – contrasting the traditional illustrative approach of most craft beers. Employing Benoît Bodhuin’s heavily engineered typeface Standard across 2DAD’s packaging and other applications, the typography is repeated and manipulated. The supporting type of News Gothic provides a contrast to the chunky display typeface, with further contrast provided in the black and white colour palette – featuring a bright accent colour for each beer in the range.
Orchidea Agency were invited to create a holistic identity for Ukrainian dietary supplement brand Perla Helsa. The small branding studio from Kyiv found inspiration in the company’s research and insights about their main clients – women, who make up 90% of their audience. This led the team to create five archetypal female roles for the new identity; an achiever, a lover, a nurturer, a mystic and a wise – each corresponding with a vibrant colour palette in ethereal gradients. The resulting identity not only conveys the diverse roles modern women take on, but is also versatile and adaptable for the wider brand image. Led by the tagline, ‘any day support for women,’ the identity showcases a new modernised logo of a shell and pearl, which compliments Orchidea’s typographic choices.
New York-based design office Order have unveiled their identity for fellow New Yorker, and textile and interior designer Rebecca Atwood. The new identity finds inspiration in the process and persona of the designer, whose ethically-made fabrics feature nostalgic colour palettes alongside gestural hand-painted motifs. The updated wordmark, which sees repeated letters overlap, attempts to evoke the pattern and repetition seen in the printed and woven designs. Much like the soft and welcoming character of the collections’ aesthetics, the serifs of the ‘C’s have been custom drawn to create a balance between soft and sharp in the logotype. The new visual language is a mature, modern complement to Atwood’s interior designs, harkening back to the designer’s roots whilst breaking away from the traditional feel of interior design brands.
Set across 700 acres, and nestled unassumingly in the Oxfordshire countryside, Harwell is a powerhouse of innovation. Housing a community of the world’s brightest minds of over six thousand scientists, engineers, and innovators, Harwell fosters multidisciplinary collaboration – from life sciences to quantum computing. As Harwell plan to evolve into one of the world’s innovation capitals, they were in need of a brand identity that captures their vision whilst communicating with confidence in an understated yet sophisticated way. Developed by brand consultancy DNCO, the brand strategy and identity positions the campus as a platform that celebrates science and its unique power to unlock universal progress. Drawing on mathematics as the universal language of science, the caret is the central symbol of the visual language. In maths and code, the caret operates as a symbol of change and growth, and has been cleverly used by dn&co. to reflect the role Harwell plays in ‘powering up’ the science and innovation community.
RightWay offer accounting and business advice for New Zealand-based companies. Built by business people for business people, their team of experts have over a decade of first-hand experience navigating the many routes to success. Working with the RightWay team, Wellington-based full-service creative studio Ocular helped to develop a new brand strategy and identity. Inspired by the concept of wayfinding, the core component of the identity is the bespoke arrow, which guides customers towards a better future for their business. Featuring similar playful curves, the custom logotype mirrors the friendly sans serif character of the leading typeface, Gradient’s Radical. Bold and unique both in the colour palette and letterforms, the visual language confidently communicates the personality of the RightWay brand.