Austerity baking brand
This (fictional) packaging design for baking materials is influenced by the Austerity regime in Israel. From 1949 to 1959, the state of Israel was, to a varying extent, under a regime of austerity (Hebrew: צנע, Tzena’), during which rationing and similar measures were enforced.
The design draws on values of simplicity, functionality and meagerness. Each package has a red mark that indicates the opening.
The fonts in use are Miriam G (מרים הגילדה; for Hebrew) and Miriam Libre (מרים ליבר; for English), both by Michal Sahar (Hagilda). These are two related digital versions of Mirjam (מיריאם), originally designed by Rafael Frank and released by the H. Berthold AG in 1924.
Made in the Packaging Design Course at Shenkar, 2018. Guidance by Dekel J. Maimon.
Photography by Keith Glassman.
