We’re really proud of the brand and packaging we created for Alex James Presents, so imagine our delight when we saw a critique of the project on The Dieline, the world’s most visited packaging design blog.
Here’s Richard Baird’s take on our work:
Based around a neat combination of initials and an oversized cheese and knife illustration, Aesop’s design has a subtle duality that confidently mixes a slightly quirky personality with one of knowledge and quality. The geometric simplicity of the images along with cuts across the typography has an underlying abstract and early 20th century poster or book cover sensibility that today looks clean and contemporary. A deep blue colour palette introduces the theme of professionalism, a perception of heritage and tradition that compliments the natural colour and detail of the cheeses while the vivid highlights characterise the sharper flavour profiles infused into each variety. The bold san serif and script combination of the logo-type, one you might associate with a popular vodka brand, appropriately resolves the aforementioned themes but in a fairly conventional way. The slightly cheeky informality and conversational tone set by the written content keeps the design from appearing too fussy or pretentious to the supermarket shopper and fits the quirky combinations.
We couldn’t have put it better ourselves!