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We branded the line based on two basic design elements which cooperate towards one, distinct and strong brand identity: a bright and unusual yellow color, a bold typeface and its dynamic visual use on the packaging. The name of the brand, ASARAI, dominates the all-yellow surface of each product container in straight, imposing linearity but is introduced on the outer tubular box of each product as a quirky play of and on the design lexicon: every time the tube’s upper part closes on the lower one it fits differently. The brand name letters are thus fragmented, rearranged, visually cut and conceptually completed by chance. Such a flowing use of the design reflects a dynamic and confident perception of the brand name and its values.
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![entry-YbdKxZrV-605013.jpg](https://static1.squarespace.com/static/52536652e4b007332ef4ecf4/t/5ad39d71575d1f10b3e833a3/1523817858823/entry-YbdKxZrV-605013.jpg?format=1000w)
Agency: Mousegraphics
Client: ASARAI INC
Location: Greece
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