Conversational Brand-Voice Packaging × Plain Tobacco Packaging

The regulated pack removes voice entirely; this one makes voice the whole design.

From the research on Conversational Brand-Voice Packaging

Mix them and make something Conversational Brand-Voice Packaging Plain Tobacco Packaging

A sample layout drawn from the recipe: shapes from Plain Tobacco Packaging, their arrangement from Plain Tobacco Packaging, the finish from Conversational Brand-Voice Packaging. Not a real work, and not an image of either style.

What each style brings

Each part of the design comes from the style with the stronger say in it, and each style gives at least two.

Conversational Brand-Voice Packaging Plain Tobacco Packaging

Type from Plain Tobacco Packaging: Grotesque & neo-grotesque
Humanist sans
Colour from Conversational Brand-Voice Packaging: Limited spot colours
Flat fields
Form from Plain Tobacco Packaging: Rectilinear
Naturalistic depiction
Composition from Plain Tobacco Packaging: Central symmetry
Single focal point
Surface from Conversational Brand-Voice Packaging

The type

Open fonts standing in for each style’s own type, which is often hand-drawn or commercial.

Display · Plain Tobacco Packaging

Notice

Inter Tight, standing in for Helvetica (Max Miedinger with Eduard Hoffmann, 1957): Australia's warning statements in bold capitals and its explanatory and information messages in upper and lower case, under the Competition and Consumer (Tobacco) Information Standard 2011

Text · Conversational Brand-Voice Packaging

A packaging approach in which the pack becomes a stage for a human voice: informal, first-person copy fills the sides and back, set in lettering and custom type that look made by a person, beside a small mark. The visual signature, shared by both brands, is large, irregular, hand-made-looking type with copy as the main graphic material and a small logo. Innocent (UK) is lighter and friendlier, Oatly (Sweden) denser and plainer; Oatly's Forsman & Bodenfors system treated the pack as advertising space.

Inter; Conversational Brand-Voice Packaging used Oatly headlines and Oatly body text

The colours

The ground and leading colours come from Conversational Brand-Voice Packaging, with a counter-accent from Plain Tobacco Packaging. The ink reads on the ground at 4.5:1 or more.

Conversational Brand-Voice Packaging Plain Tobacco Packaging

#ffffff ground · 36%
#6b4f3a ink · 14%
#2f5d9b accent · 18%
#ffd100 accent · 14%
#8a8a86 accent · 10%
#c8102e accent · 8%

As CSS

:root {
  --ground: #ffffff;
  --ink: #6b4f3a;
  --accent-1: #2f5d9b;
  --accent-2: #ffd100;
  --accent-3: #8a8a86;
  --accent-4: #c8102e;
  --font-display: "Inter Tight", sans-serif;
  --font-text: "Inter", sans-serif;
}

Use it with care

Plain Tobacco Packaging: Graphic health warnings show real disease and are official public-health instruments; WHO's warning database lists the Australian Government as the owner of its warning images, which it may license to other countries free of charge. Use the shock imagery only for genuine health communication, never as decoration or as a parody that could mislead about a product's risks, and check the terms before reproducing a country's actual warning photographs or mandated layouts. Respect the dignity of the people pictured, never generate imagery that could pass for an official warning, and do not turn the drab-pack look into anti-brand styling for tobacco, vaping or nicotine products, which would make a tool against persuasion persuasive again.