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Designing packaging is more than just dressing a product. Good design informs, seduces, creates an experience and even saves the planet.

Branderman Podcast Hernán Braberman

Episode 7

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Ale Paul | Type Design & Lettering for Packaging

June 30th 2020



Episode notes

How does packaging communicate through type? Ale Paul is a graphic designer, a founding member of the Sudtipos project, the first typographic collective in Argentina.

His career as an art director in prestigious design studios led him to develop the identity of well-known mass consumer brands. Later he focused on the creation of typefaces and lettering for agencies and commercial sales.

We can see his typographical work on packaging of famous FMCG brands at a global level.

In this episode, we talk about their design process to create a typographic family, a real puzzle with thousands of pieces. We reflected on the codes used in the packaging of mass consumer products and he told me why he believes there is nothing new without history.

He has been awarded five TypeDirectors Club of NY and nine Communication Arts awards. The contest organized in 2011 by ATypI “Letter2” selected his typeface Piel Script as one of the most representative of the decade.

He has been a speaker at numerous conferences, including AGI Open, TypoBerlin, TypeCon, Trimarchi, Pecha Kucha, ATypI, ISType, Typemasters Week of NY and Type DirectorsClub.

He has also given lectures and workshops in Spain, France, Portugal, Czech Republic, Austria, Turkey, Germany, USA, Canada, Mexico, Korea, Japan, Hong Kong, Colombia, Venezuela, Brazil, Ecuador, Chile, Peru, Uruguay, Bolivia and Argentina.

His work has been exhibited at the Museum of Modern Art in Buenos Aires and published in books and international magazines including Eye, Communication Arts, Print, Creative Review and Novum.

He has been a judge in various competitions, including the Type Directors Club in New York. Recently his work has been selected by the Type Directors in Tokyo. He is a member of the Alliance Graphique Internationale and has been the Argentine delegate of ATypI.

Photo by Sebastian Israelit

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