MORROW IS A HAIR-STYLING PASTE FOR AN EVERYDAY GROOMING ROUTINE. THE BRIEF IS TO BUILD A CLEAR, RECOGNISABLE IDENTITY AROUND A SINGLE M MARK WHILE MAKING THE PRODUCT’S PURPOSE EASY TO UNDERSTAND.
THE ANGULAR M GIVES THE DARK JAR A DISTINCT POINT OF RECOGNITION, BUT THE MARK CANNOT EXPLAIN THE PRODUCT ON ITS OWN. THE DESIGN CHALLENGE IS TO ESTABLISH A CLEAR HIERARCHY FOR THE PRODUCT TYPE, HOLD INFORMATION, AND FINISH INFORMATION.
THE DIRECTION KEEPS THE M MARK AND RIBBED LID AS THE CORE IDENTIFIERS, WITH HIGH-CONTRAST TYPOGRAPHY AND RESTRAINED SPACING FOR THE LABEL. THE PRODUCT NAME AND INFORMATION SUPPORT THE MARK RATHER THAN COMPETING WITH IT, KEEPING THE PACKAGING DIRECT AND UNCLUTTERED.