What's in the Box 2013-2014

Branding and

Visual Language

Creative Direction & Strategy, Graphic Design
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Recycled Paper

WHAT'S IN THE BOX

What’s in the Box is a revolutionary project that was created as part of the Design Masters Degree program at Shenkar College of Engineering and Design, and later was incorporated at TLV Design Week (2013), Paris Design Week- D'Days (2013), and Barcelona Design Week (2014).

This project is a Pop-Up shop offering simple cardboard boxes at three different sizes and prices. Customers must make a bet, buy a box without knowing what's in it so the product remains a mystery until the box is opened.

Collaborators:
Co-owners: Galya Chai and Tal Nachom // Branding, Graphic Design, Store Design: Joe Grinbaum

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NAME & LOGO

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What's in the box was not the first name used for this project but the second and it was chosen to reflect the question that arises when customers enter the space for the first time.

The logo design for this project was born from a problem, this is a guerilla-style pop-up shop with a limited budget and the boxes had to be marked quickly in an effective way with a stencil and paint roller. 

The result is a design that leads the viewer to ask the question and so "What's in the box?" becomes more than just a logo but in a way is a Call To Action.

TYPOGRAPHY

HEADERS | COMORANT GARAMOND
The quick brown fox jumps over the lazy dog
Aa
BODY | AVENIR LT
The quick brown fox jumps over the lazy dog
Aa

COLOR SCHEAME

TRUE BLACK

000000

PANTONE BLACK 6 C

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CARDBOARD

BRIGHT WHITE

FFFFFF

PANTONE 000 C

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PARCHMENT PAPER

STORE DESIGN

What's in the box is a guerilla-style pop-up shop that is meant to be set up overnight and be able to ship overseas without any trouble. The idea was to create a "Consumption Shrine" in which customers come to worship the act of purchasing since they have no idea what they are about to buy.

The outer walls are decorated with column-like posters printed on parchment paper for transparency. The print is a collage of images with mass consumption as a motif that have been flattened out to bitmap dots.

In the center are massive piles of boxes with the oversized caption: "What's in the Box?!" printed on to give the appearance of abundance and make the piles feel almost architectural.

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POSTERS

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THE EVENT

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