EPITYPEPHIO ℗ Experimental Packaging

Project developed in the Master's Degree in Packaging Design at BAU, Barcelona School of Design, under the direction of Lo Siento Studio. This work focuses on the creation of a conceptual packaging as a posthumous tribute to an influential typographer in the history of graphic design. The chosen typeface is Helvetica, one of the most widely used and recognized typefaces worldwide, especially known for its role in the New York City Subway signage system. The design draws directly from this context of use: metallic materials reflect the industrial interiors of subway cars, while the outer packaging is inspired by the white mosaic walls of the stations—often layered with graffiti and stickers over time. The result is an exploration of typography, branding, graphic design, and packaging that connects with the visual identity of urban space and its transformation.

The project’s name stems from the idea of paying tribute to a typeface by designing a packaging for one of its characters. In this case, I chose Helvetica, a modern and functional typeface that became iconic through its use in the New York City subway signage.

The concept is rooted in this iconic application. To reflect the subway’s atmosphere, I used materials that represent the metallic and industrial interior of the trains. For the exterior, I was inspired by the white mosaic walls of the stations, which over time become covered in graffiti and stickers, symbolizing the passage of time and the urban appropriation of public space.

project x @pepaluquez - photos x @LoSientoEstudio
BAU, Centro Universitario de Artes y Diseño de Barcelona
Thank u ℗
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