Agency: Mattéo Tabutieaux
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Description:

The verticality of skyscrapers sometimes makes us dizzy and the straight, very geometric lines typical of American buildings fascinate us. These characteristics inspired me to create the typography of VRTCL. The evocative name and the layout of the text evoke the verticality of our cities. This brand of liners for architects uses these aspects to communicate in a simple way. The vertical letters VRTCL are obvious and the baseline “architect liner” gives rhythm to the logotype. The fluorescent green color brings light. Essential in architecture, light is omnipresent in skyscrapers, hence the choice of this color. VRTCL liners allow architects to imagine ever higher buildings.

In this packaging, opacity and transparency complement each other to create a contrasting and homogeneous whole. The box takes the archetypal shape of skyscrapers while mixing in the lead of VRTCL liners. The plexiglass allows the liners to show through to accentuate the verticality of the packaging. They also evoke the facades of buildings, where geometry and straight lines are omnipresent. As the opening is from the top, verticality is once again suggested.  The light is very present with the bright white and the tinted plexiglass. The luminosity of these characteristic buildings is very important and their presence is essential. The liners are printed with a motif taken from the typography of the logo. The bright fluorescent green contrasts perfectly with the deep black. VRTCL’s packaging conveys a rather minimalist and very bright conception of architecture.