Art Direction • Design

The goal was to identify the EVH 35th Anniversary Series as a premium offering by employing a minimalist presentation and using custom printing processes. The triple-black matte finish box is wrapped with a Gloss Varnish print of the EVH 'Frankenstein' pattern; the line-work of this pattern is so iconic in the realm of rock that it is still recognizable even when taken outside of its trademark color schemes. The subtle reflective effect of the black-on-black graphic pattern forgoes the 'hard sell' pitch of typical music instrument packaging and creates a sense of mystique around the product within.

The typeface Umbra—used on Van Halen’s debut record in 1978—was employed to convey the inspiration and design intent of the EVH 35th Anniversary Series. The sharp drop shadows and machined look provide a crisp contrast with the handcrafted and hand-painted presentation of the EVH 35th Anniversary Series effect pedals.

Core 77 Design Award 2014
InHowse Design Award 2014

Features: The Dieline / FPO / Packaging of the World