Oct 11, 2021

Mask Mints: a solution for the "new normal"

Deuce Studio helps tackle the dreaded "mask breath" with a tongue in cheek vintage-inspired mint brand.
Elisabeth Skoda

Due to the pandemic, the introduction of wearing masks on public transport made people more familiar with their own breath than they would like.  Deuce Studio decided to address the need for an easy, on-the-go solution for the dreaded mask breath. The result was Mask Mints, a "convenient pocket-sized solution with professional, time-poor commuters in mind."

To package the mints, Deuce chose a classic, slimline tobacco tin as a professional addition to fit alongside everyday items such as a phone or cardholder. To juxtapose the tongue in cheek concept and to add a hint of class, the design of the tins was based on vintage signage and packaging from the late 19th and early 20th centuries, featuring elegant typography and the fictional inventor of Mask Mints, Mr Fitzgerald. The smaller supporting graphics and copy add contemporary touches to bring the whole design back down to earth, encapsulated by the brand motto ‘A Classic Mint For The New Normal’.

"We produced and sent out a limited number of Mask Mints to a few lucky commuters, and we created some extra supporting design around the campaign, including a custom delivery box, out-of-home advertising and, of course, a branded mask," says Deuce.

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!
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