OUGD503 - D&AD - Monotype - Touch Point - Tote Bags

Visited Fred Aldous and came across a bag that demonstrates how a playful typeface such as Flash or Dom Diagonal can be used:

As the brief requires a touch point, I intend to create a recycled/organic tote bag that will be available to purchase for a low price. The bag can be used as a 'bag 4 life' and also spread awareness of the campaign, ultimately encouraging consumers to use markets over supermarkets.

Based on feedback and experimentation, I used the large scans to create engaging compositions out of the organic, swollen forms.

Statement on the tote bag needs to be instantly recognisable and legible in order for it to catch peoples eye.

'Market Resurge'

Resurge: 'Surge is from the Latin word surgere, meaning "to rise or swell." Resurge means to come back from a low point to rise again.

A lot of traditional and analogue methods are making a resurgence as film photography and vinyl sales have drastically increased. It is argued that this is because it is a revolution against the digital, on screen platforms that dominate society, culture and politics today. Using the term 'market resurge' is also phonologically and visually similar to that of 'market research'.

'BOGOF!'
Taking retail jargon and presenting it in an aggressive style would draw attention to the bag. This statement can then be supported by:

'We were here first' / 'Here to stay'
Influenced by my research into the history of markets and how they are the traditional method of trade. Markets are being taken over by corporate companies creating shopping centres and car parks on their land because the markets cannot afford rent. The tone of voice is quite strong and forward, which may put people off supporting it, however it is appropriate because the market stall holders often an honest and 'banterous' atmosphere.

Experimented with a range of typefaces:

Flash Com Bold - Inspired by 'Sign Painters'; its natural, vernacular style is emotive and playful
Frankfurter Com - Very organic typeface discovered from my sticker experimentation
Kairos Pro Bold - Bold slab serif with angular/cut off curves creates high legibility.
Glypha LT Pro

I recognised Glypha's potential as the slab serifs evoke tradition and balance, particularly when it's set to All Caps so I took this into my initial designs.


Initial Designs combining the text and image:

The ambiguity of the compositions are intriguing - By cropping and enlarging the numbers, I have highlighted the key characteristics of the DIY price tags. 

After experimenting with the number compositions, I thought I would combine all four into cropped squares in a grid. I aim to take a serif typeface forward so I experimented further with some traditional typefaces sourced from Monotype. 

Clearface ITC Pro Heavy/Heavy Italic:

By making 'resurgence' italic makes it more dynamic, breaking tradition and giving markets a contemporary edge.

Bodoni 72 Oldstyle, Bold

Bodoni is a well respected a renowned serif which provides tradition and class:

Began to consider the printing technique for the tote bag. Screen printing would be a cheap method of producing the tote bags because the screen can be used countless times. The facilities at LCA provide me with the ability to screen print onto fabrics which I intend to use. From previous experience with screen printing onto paper, I know that thin lines and details can sometimes be lost. I imagine this will become more of an issue when printing on textiles as the fabric surface is more uneven and soaks up the ink therefor I resorted back to Glypha due to its consistent stroke.

I increased the type size to make it more prominent on the bag as this will provide the audience with  context and more authority. By introducing the stickers, the audience will associate the composition with fresh produce.

By making 'resurgence' italic makes it more dynamic, breaking tradition and giving markets a contemporary edge. An issue with the above composition is the fact that it would need to be a 3 colour composition and would require a lot of accuracy with registration. As I have never screen printed onto fabric before, I intend to keep my tote bag purely black, however there is an opportunity to create another composition for the other side of the bag.

Typographic development:

Arched the type inspired by the Kirkgate Market entrance sign:

Two compositions to take forward into a crit to gain feedback:

                                                    1:                                                           2:

I explained why I have chosen to use Glypha which the group agreed reflected the traditional typefaces found in markets. However, it was suggested that a modern sans-serif would create a modern feel. It was fed back to me that composition 1 was more traditional, whereas composition 2 is more contemporary. Out of 4 members of the crit, there was a split divide between both designs as no. 1 consisting of type in two directions makes it slightly unbalanced, whereas the contrasting heavy title with italic is more formal. 

After considering my feedback and the available space that the tote bag provides, I intend to take composition 1 forward because of its traditional values and arched type is more dynamic.