Verre

Verre had sold to restaurants for twenty years and was opening its first retail line. The glass was the product, so the identity had to stay out of its way on the shelf and still be found in a stockroom.

What we did. A mark of a vertical line with a dot above it, in pale ice blue on white board. A carton system of four sizes on one dieline logic, a hang tag and a shelf label, each carrying the mark at a fixed position so a box is identified from any side. A photography rule for the catalog and the site.

What it changed. The retail line launched in eighty stores with a single carton print run. The maker's own packing team assembles every size from one instruction sheet.