A card set that shows the use of Akzidenz Grotesk, while delving into Symbolic Interactionism; a theory
in sociology that states meaning is attached to
individual experiences. The card set adopts the
aspect of post-modernism in which there is no
eternal truth and no universal human experience.
PACKAGING / TYPOGRAPHY
AKZIDENZ GROTESK CARD SET
To create a new packaging system for Stark Craft Beer, that is going to expand its market from Bali to Jakarta. The project aims to embody Stark's pride in being crafted locally, as it is brewed in the Northern mountains of the Islands of the Gods, Bali, while also ensuring to cater to an exciting market in Jakarta, where new, hip places are popping up in the city, as people who come back from their studies abroad strive to re-create their experiences outside of the country and bring the ambience back home. The new packaging system strives to approach the audience with authenticity.
In choosing a subject to depict, the card set aims to delve into the topic of symbolic interactionism, a theory in sociology that states meaning is attached to individual experiences. While the theory very much supports the ideas built through post-modernism (that there is really no eternal truths, no universal human experience, nor is there over-riding narrative of human progress), the application of Akzidenz Grotesk (which would commonly be found in modern usage) becomes a challenge to the idea of how such an objective typeface can be pushed into a space of personal interpretations.