Posts Tagged ‘ packaging ’
These two photos caught my eye recently for the beautiful typography on the packaging and the photos themselves. It turns out the company, Grown, have a rather lovely website too. It does break one of the first rules of typography which is not to use all capitals for text, but it breaks the rule in a very pretty way.
These two jars of salt were hiding in plain sight in the kitchen of my house. The combination of typefaces in the first example is a choice I don’t fully understand.
Arnold Boecklin, the typeface used for the word Kilauea, is reminiscent of the lettering found in Paris, particularly the Metro, during the Art Nouveau period which emerged in Europe around 1890. And whenever I see that typeface, it’s Paris from that era that I think of. Damn those art history class.
And then there are the letterspaced capitals in the second line.
Frederick Goudy said, “Any man who would letterspace blackletter would shag sheep,” by which I think he meant it’s something he doesn’t regard too highly. And letterspacing the second line of type looks very unbalanced. I don’t know what Goudy would say about this example … you can make up your own mind.
The second jar is most enjoyable and I find the combination of typefaces more pleasing. I don’t know the typeface used for Chardonnay—the other type is Baskerville—but I wish the letter y had not clashed with the T from salt.
This is unusual in cosmetic packaging that typically provides little in the way of clues as to content and is primarily about branding the product.
Arguably, the presentation of that information is the unique branding element that sets the Korres brand apart from its competitors.
From my perspective what is of interest is the origin of the typeface DIN,* which is defined in this Wikipedia link. DIN was originally introduced in 1905 for use by the Prussian Railway system, and has subsequently been used on motorway signage.
It’s notable that a typeface designed for technical documents and the need for high visibility in roadway signage has been deployed on the Korres brand of makeup packaging.
*DIN: Deutsches Institut für Normung (German Institute for Standardization)