Reinvent life is a typographic response evolved from a university project on alternative commandments. My commandment was ‘Thou shalt reinvent life’.
During this project I was looking at Swiss Style and how Helvetica helped to ‘reinvent’ advertising during the 1960’s, creating a consumer boom. After reinventing Helvetica and blurring its functionality as a tool of communication, I decided to use it as a vehicle for reinventing life itself.
I chose to use my font Helvetica Reductive Roman as the basis of a pharmaceutical brand that would ‘Reinvent life’ for the 21st century consumer. I chose to highlight issues such as mass consumption, social mobility, political propaganda, environmental awareness and non human friendships.
Process – Type Design, Packaging Design, Photography