Dear Amigos,
Sustainability in branding often goes for a known visual shorthand: kraft paper, forest green, earthy browns, a leaf icon here and there. Avery Dennison, the world-leading label and trims innovator for the fashion industry, set out to break that pattern with a special edition sample pack named Labels of Love, designed to raise awareness of the sustainable materials already sitting within their portfolio.
To tell that story, they needed a voice bold enough to make sustainability feel more desirable than dutiful, so they enlisted conscious thought leaders Patternity to define the narrative. From there, London studio Land of Plenty picked up the creative lead, translating Patternity’s elemental principles into a phyisical sample pack using the most forward-thinking materials and finishes Avery Dennison had at their disposal.
Rewriting What Eco-Branding Looks Like
The project’s guiding idea was to dismantle the assumption that planet-positive branding has to be green or brown. This was about crafting a brave new aesthetic for sustainable innovators, one where sustainability could be bold, tactile, and genuinely exciting to hold.
That concept shaped every decision inside the pack. Each item was chosen to represent a sustainable, compostable, or recyclable material, with its purpose and messaging built around doing things differently and promoting a more conscious approach to apparel branding. The labels became a powerful sales tool in their own right, one that went on to inspire better branding solutions for a host of global fashion brands, creating what the studio calls a ripple effect far beyond the pack itself.
The pack was printed using HP Mosaic technology, meaning every single sleeve produced was unique, much like the creative output of mother nature herself. Instead of illustrating nature’s variety, the production process became nature’s variety.
Typography Built on Contrast
The type choices for Avery Dennison x Patternity lean into the same tension that drives the whole project: the friction between engineered precision and organic warmth.
The bulk of the system rests on Avenir, used here in its Heavy and Book weights. This classic typeface was designed in 1988 by the Swiss type designer Adrian Frutiger and released through Linotype, Avenir’s name literally means “future” in French. It’s a geometric sans serif built as a rethink of earlier rational designs like Futura and Erbar, but softened with humanist traits so it never feels cold or mechanical.
Where Avenir provides the structural backbone, Baskerville brings a different kind of authority. Cut in 1757 by John Baskerville in Birmingham, England (with punchcutting by John Handy) Baskerville was conceived as a refinement of the old-style types that came before it: sharper serifs, more contrast between thick and thin strokes, and curves informed by Baskerville’s own calligraphy. This typeface introduces a note of editorial elegance, the kind of typographic gravity that turns a sample pack into something closer to a keepsake, worth reading slowly rather than skimming past. If you’re looking for an open-source version of Baskerville, check out Libre Baskerville.
About Land of Plenty
Behind the creative execution of this specical project sits Land of Plenty, a London-based studio built around the premise of a better world where things don’t have to be perfect, just heading in the right direction — and where joy is treated as a design outcome, not an afterthought.
In practice, that philosophy exists across four connected disciplines: Research & Insights, Brand Strategy, Brand Creation, and Brand Communications, allowing them to take a project all the way from research and positioning through to fully realised campaigns, packaging, and print. It’s this end-to-end range that made them the right partner to carry Patternity’s narrative into unique pieces for Avery Dennison.
If this project has you rethinking what sustainable design can look like, it’s well worth spending more time with Land of Plenty’s own portfolio and services, explore what they offer here.
Project Credits:
Thinking: Patternity
Production: Avery Dennison
Product Photography: Avery Dennison & SHED
Signed,
A type of Ari.
