Opinion by Richard Baird.
Arconvert, a division of the Fedrigoni Group, will be hosting Label Lab, The Forum for Label and Packaging Innovation, on May 17th at Priory Church on St. John’s Square, London. The event will celebrate the aesthetics and craftsmanship of labelling and packaging design, and will showcase the materials of Fedrigoni’s labelling division Arconvert has to offer. The evening will also include talks by Pablo Martín of Atlas, Andy Giddings from Here Design, and Xavier Bas from Xavier Bas Disseny.
Design studio TM worked with Arconvert to pull together speakers and deliver a visual identity for Label Lab. This included an invitation that pushes the material component of the event, but also emphasises its relationship and interaction with type, colour and form in branding and packaging. These graphical elements then function to establish a distinctive and memorable continuity between invitation, programme and event website.
I will be talking Material Thinking at the event, and invitations, feel rather fitting, touching upon much of what I will be exploring, effectively articulating the value of material, through its interaction with the graphic, alongside form and within the context of layout. These also work well as a taster for an event that intends to celebrate the aesthetics and craftsmanship of labelling and packaging.
Invitations deliver a strong initial graphic impact in the use of form, colour and layout, and follow this up with an unusual material detail up close, in the overlaying of a variety of different papers, and in the final finish of a black block foil. The choice of outline for Lab works well to link colour, material and type, while different textures, and plenty of surrounding space offer contrast and emphasis.
What do you think of TM’s work for Label Lab? Share your thoughts in the comment section below or get the conversation started on Twitter.