Gipsos Restyling 2020

Design: Studio Forward
Location: Italy
Project Type: Produced
Client: Gipsos
Product Launch Location: Europe
Packaging Contents: Gypsum, cement, construction materials
Packaging Substrate / Materials: Paper
Printing Process: Flexography

Gipsos is an Italian company that produces gypsum and other construction materials since 1970. The celebration of the first 50 years of existence has been the occasion to start an important rebranding process, which involved all the visual aspects, from the logotype, to the website, and the packaging of more than 100 products. While designing the packaging, we observed the commercial competitors, observing a visual tendency – especially in the Italian market – that we tried to oppose: the tendency to put a lot of visual information, creating density and chaos. Our main objective was instead to design a simple and immediate visual systems, based on colour categories, shades, and a positive – negative logic, in order to obtain the maximum recognisability both in the shops and in the construction sites. On the front of the package, a pictogram in black and white explains in a clear and playful way the main function of the product, while its name is written in bold, to be as clear as possible. The technical informations are all in the back, always in a combination of simple texts and key concept emphasised by pictograms. We tried to make technical things playful and joyful, in order to stand out and reposition the brand in its specific market, both on a local and European base.