Staples Business Advantage

GO2 Ideas Book

copy goes here

Client: Staples Business Advantage
Studio: TC Transcontinental
Role: Graphic design
Project Date: 2018

Printed rice paper cocktail topper / Table tent

Retail display bin for US markets / Pop-up banner

Prototypes

Crystal Head’s brand tagline is “Vodka for the Creative Spirit,” and the team saw this as a great opportunity to play it up with an overtly art-themed bottle design. A paint-splash concept I had proposed was selected to proceed to the next stage.

An opaque white was chosen for the bottle’s base coating (satisfying my critique of the earlier bottle, whose semi-transparent colours tended to get muddy when placed against anything but a clear, light background). I also viewed this as an opportunity to propose a design that included the Progress Pride flag’s additional colours, representing trans and BIPOC communities.

The next step was to work with the glass manufacturer to figure out our possibilities and limitations in the decoration process. Due to the complexity of the bottle itself, some of the designs did not translate well when forced to adapt to the bottle's irregular contours.

A susceptibility to severe print distortion on the dome of the skull, along with detail loss and blurring in the deeper crevasses, caused us to rethink our approach to this design. At this point, I was asked to scrap the linear drips and try a splatter pattern to make it easier to design around the areas where achieving satisfactory print quality would prove difficult.

The final iteration of the artwork took its inspiration from dynamism of Jackson Pollock’s drip paintings and the visual texture of spray paint (as an homage to the brand’s iconoclastic spirit and collaborations with graffiti artists).

Credits

Production Coordinator: Naria Viola
Creative Direction: Mary-Grace Mallari
Art Direction: Evan DePiero
Copywriting: Karen Cressman