Identity
One colour is enough
A brand that works in a single ink works everywhere. Here is how we test for it.
Before we show a client any identity, we print it in black on the office laser printer. If it falls apart there, colour was doing the thinking.
A one-colour test is a test of shape, spacing and words. It is also a test of cost: a young company that can print its packaging in one ink can afford to print it again.
Colour comes back in at the end, and by then it has a job to do.
Ines Calder
Founder, creative director
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A brand that works in a single ink works everywhere. Here is how we test for it.
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