Accession PSG · 7 · InnStar years
Glazed
Gourmet food · Identity · Iconic Cup
A donut taken seriously. Identity and packaging for a small gourmet line, written in the same key as the towers.
- Role
- Identity direction
- Deliverables
- Identity, packaging, the Richter cup
- Outcome
- A gourmet line written in the same key as the towers
A donut is not a small thing to a person holding one. The point was to treat a gourmet food line with the exact seriousness given to a thirty-storey tower, because in the house they are the same voice at different scales.
Identity and packaging, written in that key. In 2018 the cup took its pattern from Gerhard Richter’s 1024 Colours, the colour-chart paintings that refuse composition, so a takeaway cup could hold a museum argument without saying a word about it. My colleague Monirul carried the adaptation, meticulous, fresh from his studies in the UK.
The small things are where a house is caught being careless. This one is not.
The cup, after Richter
1024 colours, printed round