In the summer of 2008 I enjoyed the opportunity of freelancing at Qube Konstrukt in Melbourne on a brand and packaging project for MTV consumer electronics. The objective of the packaging was to communicate the 4 categories of their product line in a contemporary & appealing fashion.
My approach was to create an a mystical world illustrated from various repeated graphics that represent various elements of digital and electronic references. The elements climaxed in crafted MTV logo treatments personifying each of the designated product segments & were then encapsulated in a colour coded treatment and label system.
Having no control over the myriad of outers used in the packaging re-brand meant that our graphic treatment needed to be bold enough to make them feel unified. There were 4 product segments that needed to be considered and over 50 products with new ones being added every other week.
The hero illustration was broken up into 4 parts, each logo mark represented a product segment & formed the focal point for the packs it was on. This allowed us to frame visible products in clamshells & blister-packs and avoid expensive photography for others.
We decided on ‘ADDLINE’ as the primary typeface for in modern technology feel. I rarely ever use such a datable font but felt this one product category that it could be used appropriately. Needless to say it was never used in body copy.