CGD

The collection of nine boxes for condoms is the outcome of an extensive re-branding of the Primeros company, which launched its successful business as long ago as 1909. The overall concept, developed by the designers Jakub Korouš and Matěj Chabera, does not only include graphic design, but also a rather elaborate solution to the packaging requirements. The boxes were imbued with photosphorescing features, and thus sparkle at night and, moreover, their ergonomic design enables them to be opened single-handedly. The graphic symbols, along with the choice of striking colors distinguishing the individual kinds, were applied on both the boxes and the foil wrappings. The production of the boxes employs various specific elements (such as partial varnishing and embossing), which highlight the impression of exclusivity. The designers' aim was to overcome the visual clichés traditionally linked with such products and to arrive at a varicolored and at the same time easily recognizable design. The result is a visually diverse series (albeit the bearing signal features characterizing the particular kinds are perhaps more non-homogeneous rather than variegated), which clearly stands out from the current assortment of the related kind and will shine even from a distance on the counters. In this respect, the series evokes the local First Republic groceries, being not only self-confident but also bearing some elements of nostalgia. The latter quality is supported by the new logotype, created by the typographer Tomáš Brousil who drew inspiration from his extensive research of archive materials, packaging and printed company materials. Thus the resulting italicised logotype with a striking initial almost radiates an echo of a very long tradition.

Pavla Pauknerová