Fuse is branching from sketches into composition. There are a lot of things going through my head while drawing the possible existences of this project that are displayed here. One, it seems natural for the product name to be a wordmark or logotype instead of a conjoined graphic and typographic treatment. Fuse is a simple four letter word, and it can pretty much do everything it needs to in terms of character within the sculptural aspect of its typography. Two, I have battled between a strong and contained form vs one with more breath and fluidity. I want to avoid Fuse appearing girly or unsophisticated, but I feel like the thick/thin line quality of the organic route captures the brand more potently.
I come to this roadblock often when working on this blog. For a pastime, branding isn’t exactly the most forgiving activity if you want to see the final product in motion. I can’t purchase and repaint model train set models—although good typefaces are always a bonus. Branding lives outside in the world, in the minds of an audience, target or user. How they interact and respond to the graphics built into the visual identity of a brand is where a brand really begins to live. In the case of Fuse, as a pet project itself of homemade infused vodkas, the brand is really bound to the whims of its maker, and capturing the essence of what’s inside the bottle. If you’ll pardon the romance, what’s in the bottle is heart.
I called this part of the process a roadblock because what my heart wants to do is apply the logo in white vinyl to the face of the bottle, giving it contrast and illuminating the face of the bottle with some characteristic typography. That would require die cutting however, and though that can be a little expensive, it’s also difficult to achieve with such thin lines. I’ve even considered purchasing a die cutting machine to help with similar projects in the future, but for now I have to consider how the wordmark will live on the face of the bottle without it. Furthermore, there’s an opportunity to consider about differentiating the product by flavoring. Since Fuse in an ever-growing and changing process (this month it’s cardamom, next month, tangerine), a form of modular label might be appropriate. Perhaps it’s a matter of writing in the flavor that month, with the hope that the writing can be rewritten, erased, or applied again in some fashion.
Those are my developments this week. If anyone out there has a die cutter or opinions about renting or owning one, let me know! Is it worth it? What are the best manufacturers? Can you die cut metal or balsa wood??