The Edit: five projects including Pentagram’s typographic packaging for Canadian brewer 2DADS

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. Dominic Lippa’s team at Pentagram have gone bold with their identity for 2DADS, a brewing company based in British Columbia, Canada. Founded by Will Sorrell and Greg Iredale, the pair began with the intention of brewing high-quality craft beers that are easy to enjoy and accessible. Crafting an identity to stand out in an overcrowded marketplace, the Pentagram team opted for a typographic direction – contrasting the traditional illustrative approach of most craft beers. Employing Benoît Bodhuin’s heavily engineered typeface Standard across 2DAD’s packaging and other applications, the typography is repeated and manipulated. The supporting type of News Gothic provides a contrast to the chunky display typeface, with further contrast provided in the black and white colour palette – featuring a bright accent colour for each beer in the range. Orchidea Agency were invited to create a holistic identity for Ukrainian dietary supplement brand Perla Helsa. The small branding studio from Kyiv found inspiration in the company’s research and insights about their main clients – women, who make up 90% of their audience. This led the team to create five archetypal female roles for the new identity; an achiever, a lover, a nurturer, a mystic and a wise – each corresponding with a vibrant colour palette in ethereal gradients. The resulting identity not only conveys the diverse roles modern women take on, but is also versatile and adaptable for the wider brand image. Led by the tagline, ‘any day support for women,’ the identity showcases a new modernised logo of a shell and pearl, which compliments Orchidea’s typographic choices.