There’s something about mixing and matching unexpected elements I just love, but it’s not always easy to pull off. Combining upscale glam with industrial utility, the team at Ghost managed to do just that with the branding they created for The Factory. Like a swanky new year’s eve celebration in the gritty part of the city, this identity and packaging design is the perfect mix of black & white with a touch of glam.
According to their site, Ghost worked to create a brand identity that stays true to the founder’s concept. “The interior includes conveyor belts, suspended clothing racks and a DJ booth. It provided the perfect springboard for a mark and supporting elements with a decidedly industrial feel with a contemporary edge. Black and white with a touch of gold bring the design to life in every touchpoint the boutique offers its clientele.” We’ll say so.
While I have no idea how much the budget was for this project, when it comes to paper and print production this is such a great example of how to create a luxe identity. But here’s some spec rep secret’s for achieving the look for less.
First off select a paper stock that is readily available, meaning stocked locally or available in small quantities online so you, your client or printer can source it easily. There are a ton of options in this area, ranging in all different price points and finishes – from 100% pure cotton tactile luxury to budget friendly bright white smooth. Our picks for replicating this look are a crisp, bright white slightly tactile finish like eggshell or vellum. For maximum impact on the business cards, invest in heft aka basis weight. Here I’d recommend starting out at 120#/130# cover but would personally opt for 160# – 200# cover stock. The combination of a heavier basis weight and loftier finish works well in showing off the glam of the painted edge. I suggest ordering samples of a few different stocks to see what feel best to you.
In terms of print production, keep the budget down by sticking to one – two colors, but make the color have max impact, like the metallic they used on the grand opening invitation and business cards. Chances are the quantities for both of these were relatively small (500 – 750) I can tell you paper consumption for that many business cards is nothing (like 25 full size sheets), so it’s silly to skimp on the paper. Plus you can use the same stock for the invitation, notecards and hangtags.
The other element that was so smart – the standard issue kraft mailer. Its industrial feel stays true to the branding, yet is so economical (stocked everywhere). The team at Ghost made them bespoke by employing the use of a custom stamp – so much less expensive than have envelopes printed. This is a great option when you’re working with small quantities.
The packaging elements like custom tissue, shopping bags and boxes, tie this identity all together. While packaging items are not as simple to source in small quantities, with the increase in installments of digital packaging equipment, it’s not too difficult to source custom options in smaller quantities. The trick is to stick to standard sizes/colors like black & white with a touch of glam.
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