Belmondo is Italian for “beautiful world.” Created by Daniela Belmondo, a local esthetician who believes that beautiful skin comes from products derived from the earth’s pure and restorative ingredients. Belmondo organic skin care is designed around the daily rituals of caring for yourself. Hand-crafted and formulated in small batches locally, Belmondo products are carefully formulated with the desire to share the incredible natural properties of olive oil, sourced from Italy. In the same way Belmondo took such care in putting together the ingredients of their products, they also wanted to demonstrate the same care for the labeling of their products. Working closely with Daniela, a custom hand-rendered type treatment was created to reflect the hand-crafted nature of the products.
Beyond Dessert provides a wide range of dessert table services. Blow designed the brand identity and a cakepop packaging for client. The custom-made cakepops are stylish and lovely in a packaging format that can protect the cakepops as well as making the cakepops easy to carry.
Miss Jessie’s, a line of premium haircare products for curly hair, was created by the granddaughters of Brooklyn Hair Queen Bee, Miss Jessie. Miss Jessie’s had an established, high end hair product but needed to refine its packaging to make it consistent as they expanded their product line. They came to us wanting to maintain a lot of copy on the labels and incorporate an apothecary look. The challenge was in creating a hierarchy for headline and body copy so that it was easy to read the bold product name while maintaining the elegance of the typographic hierarchy regardless of the amount of copy. The typography is highly crafted to fit just right, and we carefully created a style guide of fonts for the labels. The Miss Jessie’s packaging has been one of the most popular projects we’ve ever done, it’s been published on dozens of blogs and in several printed publications.
Sullivan Street Bakery makes some of the best bread in New York City. With almost two decades under its belt, it’s a venerable institution in the city’s culinary circles with many top restaurants serving its bread daily. Jim Lahey, the man behind the ovens, is expanding the bakery’s product offerings. He asked us to work in partnership with creative director Greg Crossley on developing a packaging system that would extend the visual language of the bakery across all new and future products.
Rieber & Søn’s household noodle brand, Mr Lee, had been invented and promoted by the real Mr Lee, an orphaned Korean refugee who had settled in Norway. We were asked to redesign the brand’s identity, avoiding photographic images of its originator, developing an independent but equally powerful and charismatic brand personality, able to thrive in a highly competitive market.
Our intuition told us that, as well as being an authentic product, Mr Lee noodles appealed to a youthful audience with a sense of humour and an appreciation of irreverence and silliness. This insight, coupled with Chol Ho Lee’s own larger than life character, inspired our caricatured, cartoon Mr Lee. Oozing personality in his trademark loud shirts, this supremely ownable and timeless brand icon adapts easily to variants and line extensions: impersonating Elvis for the king-size pack and morphing into a Sumo wrestler for the bigger portion version. This funny, witty and lovable branding is so distinctive that it needs no visible name on the pack – appearing only on the lid. Mr Lee made an instant connection with its target audience and won four awards in the first six months.