Maybe its just me, and maybe I’m totally off the mark but with the recent revival of New Retro Design and all things vintage and hipstery, a question kept popping to mind. WHY ?
Why is it that creatives were suddenly drawn to hand-drawn, rustic, textured design ? Why was DIY Pallet Wood Furniture the new in-thing to have, with creative spending up to R6000 for a single piece of pallet wood painted white with wheels ?
I think it can be narrowed down to a few things, but lets take our first steps in that direction.
Lets have a look at the branding of : SALTVERK by Denmark Based, Bessermachen Design Studio.
1. Traditional Executions / Brainstorms
Now, more than any other point in history, are we able to access massive amounts of information, inspiration and execution techniques. We have programs that allow us to create almost anything , and 3D printers that allow us to take our sketches and concepts into a real tangible format. Our phones, tablets and laptops allow us to work on the run, and our coffee cups are always full. You can browse YouTube and access tutorials on almost anything enabling a need beyond a technical skill, because almost anyone can learn that given the time.
But what we lost was the tangibility of design, the literal elbow grease that used to get placed into each and every step of the design process. If almost anyone can grasp the Programs needed, how do we ensure we stand out ? How do we create something unique when its so easy to make something within a couple of clicks ?
Handmade design. Its the search for authenticity and the real in a overstimulated, over accessed world.
2. Beautiful, Real Flaws
Think about a clean pristine plastic or metal table. Polished, angular and perfect form of design. Then comes along a single menacing coffee cup, and one “Oops” away from creating a permanent scratch. Just like the one on your brand new iPhone. Now what does the table look like ? Terrible.
Then you grab a classic oak table, grain, not a single solid straight line, but with character that builds with every scratch. Each line, scratch and mark adds to a story of the of the table. A realness thats inherent in the world.
This branding works fantastically well considering how flawlessly they integrated clean solid design, with some solid textures and using the product in its actual design execution. But what it does really well is give you a subtle narrative about the products themselves without being “too in-your-face”.
For me, the thing I notice most is a sense that these brands know exactly where they come from, why they are doing what they do and the the story behind it. There is reason behind every step of their design, and every elements has significant historical meaning, beyond making something flashy for flashy sake. They have a real brand identity, character and personality. This is gives creatives all kinds of inspiration and elements to build on. A blank canvas with tonnes of small pieces that they can use and rearrange over needing to just make something hot that people will like.
LESSONS TO TAKE FROM THIS :
Know your story.
Do you have any idea how many brands exist in the world ? How many marketing messages you receive daily ? 2000 – 15 000.
Considering this, looking at something which has more substance beyond just flash tends to grab your eye more.
Get Dirty & Log Off
Design with your hands. Play with your product. Use it in its native form and it something else. Can you make something with it ?
Did you find this spiffy ? Or was it a piece of soggy old toast ?
Let us know in the comments, and if you would like to find out more about how great brands and design can work for you, pop along below !