Brief 5: Starpack Luxury range of cans for teas or coffees (Collaboration with Stephen Dale) - Development of type exploration

Following the establishment of our brand name and concept, we explored a range of typefaces in used during the 1920s or inspired by the Art Deco movement.

We saw it as important that the typeface reinforcedthe ‘rare’ contexts of the brand, and thereforeattempted to identify fonts with a decorative aestheticusing geometric shaping and clean line detail and/or ornamentation - these being typical traits of style moderne.

We took this exploration of type to critique and, much to our satisfaction, almost all those present favoured ‘Insomnia Deco’ the most.

This typeface has a bespoke, strong and distinct style, incorporating fine line detail reminiscent of theiconic F. Scott Fitzgerald novel ‘The Great Gatsby,’ which in itself has become a key representative of the ArtDeco period and style. It is most certainly the rarest, most unique typeface we found, and therefore the most appropriate to the fictitious ‘Raritea’ brand and the contexts behind its development.