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Much has been said about how to define graphic design in a multimedia age. These definitions range from the endearingly misguided (“anything with type”) to the baldly mercantile (“anything done for a client”) to the confounding and recondite (we’ll skip those). No one quite agrees. Yet there are serious, practical implications to the question, as well as theoretical ones. As Jens Gelhaar of Brand New School warned, “If graphic design continues to define itself so narrowly, it will remain the client-serving stepchild of the visual arts.”
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DESIGN 100: Packaging (cont'd)

83 MICHAEL OSBORNE DESIGN (MOD)
As the label on each of these boxes instructs, Brix Chocolates are specially formulated to complement wine. That’s why you’ll find them in upscale grocery stores and exclusive wine shops.

“With or without the wine, this chocolate is amazing,” says MOD lead designer Beth Leonardo. “After having a little Brix every day for the past year, I’m officially addicted. It is quite unique because it comes in a big brick and has to be cut with a knife.” Because the chocolate is intended for wine drinkers, the packaging needed to be aesthetically similar. “We used rich colors, refined typography and gold foil accents to achieve an upscale look that would be familiar to wine consumers,” Leonardo explains. Each box suggests several wine choices that are said to be in harmony with the chocolate inside: The milk chocolate goes wonderfully well with a Port, for example; extra dark will collide exquisitely on the palate with a Bordeaux; Merlot with a medium dark is divine. Much thought was given to both the structure and the design of the packaging, says Leonardo. “The beautiful wood-grain box with a bellyband creates the excitement of opening the package,” she says, “almost like opening a gift!” by Dana Rouse

Michael Osborne Design | Creative Director: Michael Osborne | Designer: Beth Leonardo | Printer: Utah Paper Box | Client: Brix | Contact: www.modsf.com

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