08:08

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

COURSE
TYPOGRAPHY 2

INSTRUCTOR
JOHN NETTLETON

SEMESTER
SPRING 2019

PROJECT
AKZIDENZ GROTESK CARD SET

OBJECTIVE

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.

APPROACH

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. 

Busy-Michelle_Akzidenz Grotesk Card Set-01_GR310_Nettleton_hi_edited.jpg
Busy-Michelle_Akzidenz Grotesk Card Set-02_GR310_Nettleton_hi.jpg
card set.jpg