Dear Massimo

I like the brand design because it’s based on an abundance of details, which is a must-have for such an exclusive product. The marketing photos as well, using the star-clip icon and the black-and-white color palette capture the attention on the essential application of the hand sanitizer, which is everywhere. Overall, the tie-in to the sanitizer isn’t extremem, but it’s far enough along that it’s not gratuitous.

Dear Massimo, how to make a product stand the test of time?

Dear Massimo, how to make a product stand the test of time?

When a brand like this is launched, as it was with my uncle’s products, it needs to look as if...
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Dear Massimo, what is a well-designed brand?

Dear Massimo, what is a well-designed brand?

A well designed brand is like an onion, the good ones have many layers and provide many benefits for the...
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Dear Massimo, how do you create a typeface system?

Dear Massimo, how do you create a typeface system?

The typeface system is a continuation of this focus on typography, holding the exploration of the hair type near and...
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Dear Massimo, what font do I need to use here?

Dear Massimo, what font do I need to use here?

A brand like this needs to use sans serif font to convey the right message but ideally that font should...
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Dear Massimo, how do you choose your fonts?

Dear Massimo, how do you choose your fonts?

Instruct your designer to make sure that they always stay on brand. Avoid using repetitive typefaces and graphic styles. Simplify...
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