Playtype

Feb 2021

This brand identity project for Playtype serves as an expansive showcase of bespoke typography, spanning product packaging and large-scale urban environmental graphics. The work explores the intersection of minimal graphic design and tactile, real-world application, leaning into a clean aesthetic that prioritizes high-contrast serif letterforms against stark black-and-cream palettes. Execution ranges from product-focused shots of bottled goods and scented candles to industrial installations, including wheatpasted posters and outdoor hoardings. Throughout, the project utilizes natural light to emphasize the materiality of its signage and paper elements, employing a minimalist approach that maintains visual consistency across diverse media formats. Design and creative development for this identity system were led by Two Times Elliott, Andrés Higueros, Yazmín Salgado, Vanderbrand, and House of Gul.

Horizontal, Commercial, Clean

Natural light

Advertising Campaign