New Work: Klein Caporn

The Slow Food movement promotes sustainable agriculture and encourages consumers to positively influence what is produced in their name around the world. Two ‘foodies’, operating under the company name Klein Caporn, have developed ‘Slow Food Fast’ a range of slow food quick sauces, initially for sale in Waitrose, the supermarket arm of the John Lewis Partnership. Domenic Lippa’s redesign of the identity and labeling for the three-product range improves on-shelf presence and legibility. The tortoise and hare identity has been refined so that it allows a more economic use of the limited pack space and a clearer hierarchy for the mark, the name and descriptor. A stylish black background, understated lower case lettering, and new fork and spoon icons that frame the information ‘meal’, further improve legibility and stand-out.

Project Team: Domenic Lippa, partner-in-charge; Beatrice Blumenthal, designer