TESSEL

TESSEL makes four drinks, sold mostly through gyms and independent grocers. The work covered the identity, the can, and the rules for extending the range.

Brief

Functional drinks compete on volume and noise. TESSEL wanted the opposite: a can that reads as calm on a shelf designed to shout, without disappearing into it.

Approach

Contrast comes from the field rather than the type. Each flavour holds one continuous colour, the mark sits at a fixed optical centre, and everything else is set small. The mark is two interlocking forms, which is where the name came from.

System

• One can layout, four colour fields

• A mark that survives the curve of the can

• Nutrition typography set once for every market

• A shelf strip that repeats the mark at interval

Outcome

The range moved into two national chains on the strength of the shelf test. The fifth flavour was drawn by the client own studio.