Luke Lucas, Typographer Extraordinaire
We asked Sydney creative Luke Lucas how he helped to make our new All Good & Sparkling flavour bombs explode.
July 17th 2014
“It’s very rare for a client to have a passion for design and typography let alone be familiar with the design legacy of the late Herb Lubalin (NY based art director, graphic designer and typographer) so it was a very pleasant surprise when All Good Organics’ Simon Coley met me in a café in Melbourne last June and proceeded to talk typography. From the outset, I recognised that this would be a great project to be involved with. Simon relayed that he wanted the type for their organic sparkling waters to be truly custom, juicy, and to take inspiration from Lubalin’s use of ligatures (connected letter combinations) and swashy typographic forms.
It was decided very early on that the labelling would be as minimal as possible to allow the lettering to sing. Where most clients would say “can you make the logo bigger?” and treat the flavour information as more of a visual garnish for the logo, this brief was the very reverse. In terms of the logo on the bottle, the choice was made to exclusively use the All Good Organics bird and integrate it individually within each typographic layout so that the bird appears to be interacting with the type. The aim was to integrate the brand into the flavour lettering in the subtlest of ways to allow a single design piece to sit front and centre on the bottle with no further distractions or unnecessary visual clutter.
From a technical viewpoint the beautiful custom teardrop shaped bottle came with some design challenges that required a little left and right brain teamwork to process. Due to the label application process, the area that would accommodate the type was a tapered rectangle. This combined with the reality that the flavour names were of varying lengths and line breaks, yet needed to hold the same presence and weight on the bottle made this a particularly tricky design response. It’s the type of challenge that type nerds like myself welcome.
The end result sees the flavour description lettering style, colour of the water and the bottle shape working in partnership to become an extension of the All Good Organics brand.”
Luke Lucas is an Australian creative with a self-made career spanning two decades. In the late ’90s, he co-created Fourinarow, an in-line skating publication that sold worldwide. With two other partners in crime, he started Lifelounge – simultaneously a creative agency, online creative culture portal and glossy print magazine.
It was through Lifelounge that he began to experiment with conceptual illustrative typography, custom lettering and type design, and it wasn’t long before he was attracting illustrative type briefs from agencies, publishers and brands across the globe. He has received awards from D&AD, MADC and AWARD and his regular clients include Nike, Target USA, Esquire, The New York Times and The Washington Post. In 2011, as a new father, Luke made the decision to leave Lifelounge (his other baby) to spend more time with his family and pursue a full-time freelance career focussing on the work he’s most passionate about: type.