This poster is about the K-Swiss Classic, the very first sneakers that the LA manufacturer produced in 1966. The given theme was “classic multiples,” derived from how the K-Swiss Classic had been multiplied in slightly different forms over decades. The brief requested a poster with “a simple title that needs graphic treatment,” rather than any direct exposure of the product itself. In our response, each repeated title is treated slightly differently—by omitting one different letter each time—so all the lines are connected by “rivers” of spaces, and the title achieves its full sense when all the “multiples” are looked at as a whole.
- Lemon Scented Tea, Amsterdam