Based on a True Story

Background

As 2022 drew to a close, we knew we wanted to ring in the new year by sending something special to the clients and friends of our design strategy studio. Our surprising end-of-year gifts have become a popular ritual, and after a year of inflation, natural disasters, and wars, the post-pandemic world was ready for a friendly, fresh start into a new year.

We started by exploring the theme of a physical VHS tape – and the watchable experience it contains – as a printed product. To push the nostalgia buttons further, we wanted to build an unpacking experience that connected every detail, combining retro design, computer graphics of the nineties and eighties, and the colors of TV test card patterns. We created and tested the whole dieline in house to create the custom packaging from the ground up.

Design Concept & Production

We designed our simple yet intriguing all-black packaging to bring both mystery and elegance to the overall unpacking experience. Embossing and a screen-printed varnish were used as embellishments to the outside packaging for the notebook, bringing in details resembling a VHS tape. Both techniques did not add any color to the packaging, thus avoiding noise and creating a haptic experience elevating the feeling emitted by touching the packaging.

Inside, a notebook is securely surrounded by the packaging. When opened for the first time, you immediately get a peak of contrasting color, giving a hint of a greater experience to come. The colors used as touch points throughout the product were inspired by the classic TV broadcast test pattern, used since the early days of TV broadcasts to calibrate and enable television cameras and receivers to be adjusted to show pictures correctly. These test patterns were originally physical cards at which a television camera was pointed, allowing for simple adjustments of the picture quality. Later, they became electronically generated. To bring it back to print, we applied the color card pattern along the side cut of the notebook to invoke a nostalgic and familiar feeling of early broadcasting entertainment. 

The color side cut was intentionally the only part of the notebook that had color, creating dynamic juxtaposition with the sleek black packaging. The TV broadcast test pattern was also used beneath the packaging tear strip, to create a defined connection between product and packaging and also provide a way to immediately see a hint of the color pattern when opened.

The phrase printed at the beginning of the notebook, “based on a true story,” gives way to the intention of the notebook, signaling to the user this notebook is for them to write their own story and build their own ideas. Details in the back of the book take the form of movie credits as a way to acknowledge the “cast” of materials that went into making the product, and also the “crew,” our production partners. 

Below the credits, an audience rating states, “Warning: The distributors are not liable for life-changing ideas.” This touchpoint allows us to creatively use our brand elements while adding yet another movie experience moment.

A card is included with the notebook to add a personal touch to the book, giving us an opportunity to write a handwritten note. On it, the receiver finds a QR code that leads to a secret page of our website, where they would be greeted with our end-of-year wishes and a video that showcases our year-in-review. That's where print meets digital and retro meets modern.

For the purpose of this project, we created a font called “Kreatives Sharpie.” This way, we were able to batch-produce shipping labels while reflecting the idea of an old-school handwritten VHS label. No additional packaging was used as we wanted to be as sustainable as possible. At the same time, this added an unpredictable component to the experience: every package arrived a little bit different, with their own markings from shipping, evoking a feeling of usage and passing time. 

The paper used for both packaging and notebook cover is the very luxurious 400g Black Magic by Inapa. We wanted the paper to be sturdy enough for shipping, while also serving as the cover of the notebook. Using this elegant yet durable paper for both packaging and notebook added a cohesion for the entire unboxing experience. A Pantone silver was used for the text inside the notebook, visually alluding to the black and silver aesthetic of the classic 90’s VHS players.