Elsewhere, memorable VHS touchpoints appear in other unique areas. Playful icons and smiley faces line the tapes, which “replace what would typically be a Kodak or Fuji logo on VHS tapes”, says the studio. Meanwhile, the Pragmatica typeface provides a “default feel” to complete the VHS illusion. Attention to detail is clearly a focal point for Angel & Anchor; “Labels that would usually identify ‘Jeffersons Christmas 94’ are now used for the coffee region and varietal info”, it states. Finally, on the back of the box, which includes different brew methods with step-by-step instructions, simple, debossed icons suggest the VHS story while expressing brand values.
Also inspired by the lo-fi aesthetics of skateboarding – and its link to VHS through the recording of 90s skateboarding footage – Angel & Anchor hope to translate the anti-exclusive, DIY ethos of Process, while creating something “super different to any other coffee packaging”, Ben Connolly, founder and creative director of the studio tells us. This ethos seems to be refreshingly present in the process behind the project too. Ben explains that, when the founder of Process came up with the idea of VHS box packaging, “he came to our studio with a Frankenstein box he had built from cereal boxes and masking paper”. Ben adds: “The A&A team got to work then on turning the idea into reality.”