FUTURE AMAZING

The big news is that Sagmeister has now partnered up with young gun Jessica Walsh. This young designer has exploded onto the design scene and she is close to half Sagmeister’s age —- this says a lot, and frankly it seems well deserved. So why not join in on the chaos that is Sagmeister advertising… In the nude…

Read the full article here: http://www.computerarts.co.uk/blog/sagmeister-and-walsh-join-forces-123201

And if we may interject… WOW, simply WOW!!! Jessica Walsh, you make design oh so so worth it :)

BUSINESS: Retail

TYPE: Clothing / Apparel

PROBLEM: To develop a logotype that would embody the client’s middle america, traditional rural upbringing.

SOLUTION: Field research in actual swap meets, flea markets, garage sales and antique store visits. Originally we were set on using the old Rooster weather vanes, typically found in the south and in the midwest. However, after careful research we found that the image was quite the cliche in those same rural areas. They were used in everything from places selling fried puff pastries to auto shops. Eventually we stumbled upon what looked like a giant belt buckle. The metal object looked like something out of “National Treasure” with Nicholas Cage. We focused on the inifity type of snake symbol, and the star. We took the circular snake and applied an undulating effect to it, and made it subtle so that it didnt immediately pop-out and SCREAM “SNAKE!” we wanted it more as a decorative graphic element. The type-face was the real key here… We took days trying to type-set —- it was our main key element to making this feel just right. After finding the right serif type-face, we then printed it on the wrong side of photo paper. The result was a blotchy bleeding effect, and we instantly fell in love with it; we scanned it immediately, and ta-daaa! There you have it, the John Langham clothing collection logo-type.

The new label design aims to highlight the premium image of the different beers. Today Sigtuna is sold both at the monopoly retailer ”Systembolaget” and the finest restaurants”

Normally we are in awe of anything swedish design, but this is one instance where the branding, and especially the insight from the design team, simply states… NOTHING.

Although the bottle design is different, in a subtle way, and the typography and choice of graphic elements are very clean… The real question is… “WHY THE CHICKEN?” - in a market flooded by traditional design, illustrative designs, and sometimes off the wall designs, especially when it comes to wine labels these days, beer labels have a long way to catch up.

This is a case, where the image or iconography should speak in volumes to its content. We definitely do get the sense that this is a high end craft brew, but the story, or the narrative is simply not there.