What’s in the box?

Shoe boxes are not a place I expect to see utilized for typography. The top of the box spells out the brand in the typeface Gotham Light, in a spacious, centered configuration giving it the appearance of an expensive brand.

Gotham, incidentally, is an excellent typeface from the Hoeffler company.

When the box is opened, the underside of the lid reveals a contrasting treatment using a condensed weight in the Helvetica family … a nice surprise. And nice too that even the tissue paper uses type. The pattern is a third element that creates a branding experience using type alone.

  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: