Logo and Packaging by Breck Campbell RGD brings Wonder Serum's Fictional Creator's Character to Life

27/09/21
By Breck Campbell RGD, Founder & Chief Creative at Lyrical Design
CONTEXT
The clients, through a recommendation from Jason Recker RGD, approached us to design a logo and packaging for their wood and leather polish. They had developed a great product for which they had written a complete backstory with a fictional craftsperson named 'Walter Sapp' as the inventor of 'Wonder Serum'. Walter was a little bit Colonel Sanders meets MacGyver, but I always pictured him as Frederic Goudy.
METHODOLOGY
Our goal was to capture the vision of the product and the essence of it's fictional creator’s character, personality and values, while also competing in the market they were entering. Building on the existing ideas for the brand, the design references historic packaging from the bygone eras. The style reinforces the idea of a product that would be sold by an old-timey traveling salesperson, while also feeling at home on a shelf at a present-day hardware store. So out came the print ephemera reference, and we set to work.

Design Detail
I'll never tire of playing with period-type, cheesy ligatures with subtle illustrative details. 3D extrusions, highlights & typographic glints were the cherry on top of this sundae.
RESULT
The result was a delicately balanced layout of dense content, complete with descriptive applications, step-by-step how-to instructions, selling features galore, warning labels, and a snappy tagline.

Credits:
Creative Direction & Copywriter: Keaton Trachsel

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