Ageing is the next big issue on the social agenda and the Design Museum challenged us to demonstrate how design and communications could be used to shift perspectives for an exhibition entitled ‘New Old’.
We noticed a tragic contradiction in perspectives on ageing when you compared people to products. In categories such as fine wines and spirits, ageing is the fundamental indicator of quality and substance.
We wanted to use this insight as the foundation of new product line that bottles the essence of ageing and forces us to question our attitudes. We set out to bring to life ‘New Old’ in all our design decisions from the identity to the packaging to the tone of voice.