However, moving into skincare, this becomes a touch more commonplace and, to some degree, lacks a more personal connection, particularly when closely tied to the utilitarian nature of TGC’s products. This post was updated October 2017 with more campaign and packaging images as TangentGC launch new products.Įssen International’s combination of basic typographical form and the absence of colour effectively communicated the practicality and researched effectiveness of Tangent GC’s garment and shoe care products, and their open use of natural ingredients.Īlthough a clinical and reductive visual expression is by no means unique, within garment care, it stood out. Venturing into organic personal skincare, Tangent GC worked with London-based Carl Nas Associates to build on the visual language laid down by Essen International, with a similar approach to packaging, whilst introducing a beta version of Akkurat Mono Bold and a launch campaign of dynamic image that makes a connection with the brand’s beginnings, visualising fragrance as swirling fabric. The company’s brand identity, a simple utilitarian typographical expression, designed by Essen International, delivered a sense of informational immediacy through the absence of superfluous stylistic detail and colour, dividing content in the arrangement, orientation and typesetting of Akkurat Mono. Tangent GC is a Scandinavian organic garment and shoe care company developing products that intend to ensure longevity.
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