Laura Benhini
In collaboration with Charlotte Benaim and Leni Malki they designed a packaging collection and advert (linked above), promoting the fonts of the French digital type foundry AinsiFont.
I like how the packaging is a wallpaper containing a montage of various digitally composed fonts, all displayed on a white background. White signifying the simplicities, suggesting the authenticity of the products as the brand claims they're 'origine france'/ 'organic.' Excitingly the arrangement has close similarities to an infographic, a wordle of clustered fragments of facts about the product, in different fonts, sizes, thicknesses and languages. Every piece of information is in a different style, making each part easily distinguishable. I have noticed that the mass (weight) of the product is in a distinct typeface; thin in thickness and the height is at least double the rest of the text as the important elements should be seen first. The pixelated font in the background is usually in a light earthy hue, adding layers to the overlapping graphics and the addition of the colour animates the dullness of the mundane monochrome. It is also in a shade matching the natural pigment of the product in the packaging, enabling the viewer to create a connection between colour and product, as a viewer they have to rely on reading the text, discovering the meaning within the text because the packaging lacks visual imagery.
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