Our good friend Mat Bogust at THINK Packaging created an absolutely inspirational bespoke pack, based on memories of Robin Hood firing arrows deep into the middle of tree trunks. Then came the difficult part, the execution. No block of wood is the same, nor is it straight edged, so Mat designed a cardboard form that was actually imperfect. A disruptive, yet natural shape was engineered to create a unique, organic look and feel, just like wood.
To compliment the pack, Curious Design created a sophisticated piece of branding and labeling that embodies the spirit of Black Arrow. A signature arrowhead was devised as a visual icon that can be integrated with the brand name, or used independently in a symbolic context. The two ‘A's in the Black Arrow typography also have the horizontal bars between the outer slopes removed-to create subtle arrow shapes and reflect the marque.
The colour palette is deliberately understated and the arrowhead has been embossed with a 'black on black' texture for a tactile quality. All of these nuances ensure that the graphic content works harmoniously with the unique pack shape.