Ryan Marx
Creative Director
In their own words
We embraced the strength of simplicity in our approach to typography, so it was only natural we chose Neue Haas Grotesk as our hero.
Lars Mono serves a supporting role in conveying functional and scientific detail.
This typographic pairing, along with grids inspired by old newspaper layouts, creates a timeless, utilitarian feel.
We were inspired by vintage army ration packaging which commonly used robust ‘fit for purpose’ condensed typography.
We loved this because without knowing, the audience has a subliminal relationship with the typeface.
As Tipple Topper is a unique and new product to the market, the photographic approach was to tell the consumer exactly what the product is.
That meant first looking back to the glory days of soda–the 60s, 70s and 80s–and trying to unpack some nostalgia and discover the dominant category cues of the time.
Articles & interviews3
- Marx Design refreshes Thankyou with a bold, sustainable brand identity
New Zealand-based Marx Design refreshed Australian social enterprise Thankyou's identity with a stripped-back, purpose-led system for its reusable and refillable bottle range. The work uses Neue Haas Grotesk and Lars Mono, newspaper-inspired grids, negative space and a restrained monochromatic palette to create an iconic, utilitarian visual language.
- Marx Design channels vintage army rations for Tipple Topper identity
Australian drinks company Strangelove commissioned Auckland-based Marx Design to create the visual identity for Tipple Topper, an all-natural dehydrated beverage garnish range. The identity draws on utilitarian vintage army-ration packaging, using SAA Series condensed typography, striking colour and direct product photography to make the unfamiliar product category clear on shelf.
- New Packaging for StrangeLove Lo-Cal Soda by Marx Design