Evocative Lettering
Some
brand names are very poetic, bringing to mind a quality, rather than a
literal description of the product. Such was the case for ColgateŽ
Wisp™, a small, disposable toothbrush that has a drop of toothpaste on
the brush. The product was targetted to Millennials seeking
portability and convenience.
The top three samples, at left, are
representative of my first round of studies. I wanted to capture the
whimsical, on-the-go quality of the name. However, the brand was to be
used very small on the package, so Ciulla Associates, the design firm
for the project, asked me to simplify and weight-up the second study.
The bottom two samples are the result of that request.
When making letterforms bolder, it's often best to add the majority of
the weight to the thick strokes. Looking at these designs now, I think
I lost the grace of the word by making the thins too thick.
Ultimately,
none of these designs was used on the packaging. Instead, the client
opted for a type-based letterform with a gestural swoosh to dot the
"i".
As always, I look forward to hearing from you.
Aloha,
John
808 333-5048
www.johnburnsworkbook.com
www.johnburnslettering.com
Handlettering
and Calligraphy
for Packaging,
Corporate Identity
and Promotion
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