"A product has to work, but if it can do it with a little poetry, all the better." These words were spoken by Dennis Paphitis, founder of
This Australian brand founded in 1987 (it's 34 years old!) is not original. In fact, on his own website a quote from Carlyle appears that says: "The merit of originality is not in novelty; it is in sincerity." What he proposes is also done by other brands: creating effective and pleasant products. The what is relatively common. The important thing about it is how. The how is enveloping. Every millimeter of the packaging (much copied) responds to a decision. Zadie Smith has written in his magazine. His stores, those stores that we look for and always enter, he has designed from Snøhetta to Luca Guadagnino to the Campana brothers. The amber color of its bottles, its tubes, the typography (Helvetica and Optima) and the messages are unmistakable.
The products of
Paphitis goes on to say in that same interview: “I like ideas and products that reveal themselves slowly, that are more of a whisper than a shout, that are something that becomes part of our universe private". Whoever uses