Breaking Words – Typographical Exploration
Study project, Typography, Brand Identity
This project began as an exploration of typography using the Avenir font family and three French verbs: ‘trier’ (to sort), ‘s’enfuir’ (to escape), and ‘remplir’ (to fill). The goal was to deconstruct and reimagine these words visually, pushing the boundaries of legibility while maintaining their essence.
I had three key limitations: using only the Avenir font family, working in black and white, and restricting myself to three basic shapes (circle, square, triangle). Within these constraints, I deconstructed and reconstructed the letterforms of each word, exploring how typography can convey meaning beyond the words themselves. This approach challenged me to find creative solutions using minimal elements, resulting in a cohesive series of designs that showcase the expressive potential of typography.
Concept Development: From Typography to Application
As the project evolved, I focused on ‘remplir’ (to fill) and saw an opportunity to apply this concept to a real-world design challenge. The idea of ‘filling’ naturally led to the concept of a shopping bag – an object designed to be filled.
I translated my typographic experiments into a design for a reusable shopping bag. The deconstructed letters of ‘remplir’ became both decorative elements and a subtle nod to the bag’s purpose. This application demonstrates how abstract typographic concepts can transform into functional, marketable designs.
The project expanded to include:
— high-end, eco-friendly shopping bag brand concept
— product line featuring reusable bags, foldable totes, and canvas shoppers
— brand identity centered around conscious consumerism
