Order + Expression _
vol. 01 design portfolio _
kristopher leigh
Order + Expression _
Order + Expression
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Designer _
kristopher leigh
Forward _ Order + Expression is a design portfolio completed at the Academy of Art University's School of Graphic Design. It showcases a cross section of my work during my years studying at the Academy. The title references my personal philosophy of the design process. To me those two words describe both my personal design process & successful design in general. Design begins with organizing information and ends with expressing that information in its most essential form. Great design analyzes and breaks down information so that it can be rebuilt into the purest and most appropriate visualization of an idea. Please enjoy.
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Order + Expression
Colophon _ Copyright Š 2010 All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, without the written permission of Kristopher Leigh. kristopher leigh Phone _ 630-542-1802 Email _ kleigh1120@gmail.com Web _ www.kristopherleighdesign.com academy of art university 70 New Montgomery _ San Francisco, CA Department Director _ Mary Scott Course _ Senior Portfolio Instructor _ Mary Scott Cover Stock _ Arrestox BV 19990 Black Text Stock _ Mohawk Superfine I-Tone 80lb text Printer _ Golden Gate Litho, Oakland, CA Bindery _ Key Bindery, Oakland, CA Typefaces _ Akkurat, Hoefler Text, Numbers Claimcheck Software _ Adobe Suite 4 Camera _ Fujifilm Finepix S9100 Photography _ Personal, Michael Erdman Photography
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Designer _
kristopher leigh
Table of Contents _
01
Black Cab Identity [Page 6-23]
02
Levis CSR Report [Page 24-43]
03
Uniqlo Skin Care Packaging [Page 44-53]
04
Synesthesia TED Promotion [Page 54-65]
05
Revolution Brewery Packaging [Page 66-75]
06
R3 Project; Re-Lamp [Page 76-87]
07
Mohawk Paper Promotion [ Page 88-103]
08
Costco Branding Chart [Page 104-107]
8 .1
Savoy Kitchenware Packaging [Page 108-117]
8.2
Bravado Coffee Packaging [Page 118-127]
8.3
Kirkland Packaging a) Kirkland Home Decor [Page 128-137] b) Kirkland Home Essentials [Page 138-145] c) Kirkland Bath [Page 146-155] d) Kirkland Food [Page 156-163]
09
Brand Identity [Page 164-175]
10
Acknowledgements [Page 176-177]
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Order + Expression
Designer _
kristopher leigh
01 Rebranding Classic British Sophistication Objective _ To rebrand the United Kingdom’s largest and most iconic taxi cab company in a fresh and exciting way while retaining the most recognizable parts of the brand and creating universal appeal for U.K consumers.
Solution _ For the logo, I came to the conclusion that the most appropriate option was to create a word mark within a simple banner. By choosing a contemporary typeface that nods to classic typography, the brand is given a strong, contemporary look without sacrificing the classic feeling that is so integral to the brand. Because I also wanted to bring in a graphic element that related to classic British culture, I decided to make a clean, and graphic interpretation of the kind of banner that is seen everywhere in the U.K. from pubs, to coats of arms. I believe that these choices create a feeling that is indebted to classic British style while introducing a bold, contemporary edge to the Black Cab brand.
Specs _
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Project
Black Cab Identity
Category
Identity / Print
Pieces
Logo, style guide, applications
Class
Identity 2
Target Audience
U.K. urbanites of all ages
Typefaces
Akkurat, Archer
Materials
Entrada 180 Text Paper
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Attributes _ a) Stylish b) Dapper c) Classic d) British e) Timeless
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kristopher leigh
02 The Pioneering American Spirit of Levis Strauss Objective _ This project was about showcasing the various philanthropic & environmental efforts that the Levis corporation is engaged in including fighting AIDS in Africa, fair labor practice & environmental responsibility.
Solution _ Levis is widely regarded as one of the most socially responsible and forward thinking American companies. They take an extraordinary amount of pride in that fact and use it in their public image. One of the biggest things that they do to inform people of their efforts is publishing an annual corporate social responsibility report and accompanying website. In designing the 2010 report, I decided that a very strong and bold typographic treatment, coupled with a black and white, vintage documentary photographic style would best highlight the topic. Keeping in line with what Levis is known for, the aesthetic I created is youthful & modern with nods to the rich history of the iconic American brand.
Specs _
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Project
Levis CSR Report
Category
Print / Digital / Packaging
Pieces
CSR report, website, canvas tote bag
Class
Print 3
Target Audience
Investors, Levis consumers
Typefaces
Tungsten, Vitesse
Materials
Entrada 180 Text Paper, silk-screen on canvas
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Attributes _ a) Pioneering b) American c) Informative d) Editorial e) Modern
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le v is c sr rep or t
Category _ print
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kristopher leigh
03 Skin Care from Japan's Leading Clothing Brand Objective _ To design a line of skin care products for the casual clothing company Uniqlo. The design needs to stay within the established visual language of Uniqlo while also stretching it in a new direction appropriate for skin care.
Solution _ The visual language of Uniqlo is very recognizable and carries with it a great amount of cultural credibility. It is highly respected across the world from fashionable cities like it's home city of Tokyo to New York City, where the brand has become very popular in recent years. I decided to maintain the brand equity of the color red and the typeface Din, while adding a pearlescent white sheen and complimentary turquoise. The logo stayed within the Uniqlo aesthetic but accentuated the letter "U" to reinforce the idea of skin care as a personal product. Breaking away from the square geometry in much of Uniqlo's design, I added a circle to create a soft feel that reflects the intimate feeling of skin care products.
Specs _
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Project
Uniqlo Skin care packaging
Category
Packaging
Pieces
Logo, bottles, display stand
Class
Packaging 3
Target Audience
Fashionable, upper middle class 16-35 yr. olds
Typefaces
Din
Materials
Plexiglass, rubdowns, brushed metal, paint
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Attributes _ a) Youthful b) Fresh c) Hip d) Exciting e) Colorful
Project _
uniqlo skinc a re pack aging
Category _ identit y /
pack aging
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uniqlo skinc a re pack aging
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uniqlo skinc a re pack aging
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pack aging
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Order + Expression
kristopher leigh
04 Synesthesia; Hearing Colors and Seeing Sounds Objective _ To create a magazine and poster series to promote a series of TED talks on the subject of synesthesia; a little understood neurological disorder that crosswires sensory perception, allowing people to “see� sounds etc.
Solution _ In creating visuals for a subject as technical and scientific as synesthesia, it is essential to present the information in a way that engages the viewer rather than drowning them in a sea of jargon. I accomplished this is a variety of ways. One way was by using quotes pulled from various notable figures who had synesthesia including Vladamir Nobakov and Duke Ellington. These enigmatic quotes draw the audience into the synesthetic experience. The accompanying graphics emphasize the point. Bright yet sophisticated colors were chosen as another way to underscore the sensation of synesthetic experience. Graphic & engaging diagrams also conveyed the complex information in a digestible form.
Specs _
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Project
Synesthesia TED Talk Promotion
Categor y
Pieces
Newsprint magazine, poster series
Class
Print 3
Target Audience
Intellectually minded TED viewers
Typefaces
Akkurat
Materials
Newsprint, Canon glossy photo paper
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Attributes _ a) Scientific b) Experiential c) Perception d) Colorful e) Informative
Project _
sy nesthesi a ted ta lk pr omotion
Category _
p r in t
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05 Cheers to Chicago’s Micro Brew Revolution! Objective _ To create a variety of packaging as well as an original identity for the Chicago based micro-brewery, Revolution. The work needs to be striking and powerful to carve a niche for itself in the beer packaging marketplace.
Solution _ The inspiration for the Revolution design came primarily from the Logan Square neighborhood in Chicago where the Revolution brewery and restaurant is based. After engaging in discussions with the owner, it became apparent that Revolution was not only a quintessentially Chicago brand but also could be seen as sophisticated enough to compete with the best breweries in the world. The “Revolution” typeface was chosen as an homage to the typography seen everywhere in the bodegas of the primarily Hispanic neighborhood while the other typeface were chosen for their sophistication and impact. The blue color, taken from the Chicago flag is juxtaposed with a striking gold foil and rich black.
Specs _
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Project
Revolution Beer Packaging
Category
Packaging
Pieces
Logo, Bottles, Can, Pint Glass, Coaster
Class
Packaging 3
Target Audience
Micro brew aficionados
Typefaces
Hessian, Hoefler Text Swash, Knockout
Materials
Glass, foil & gloss rubdowns, Cardstock
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Attributes _ a) Midwestern b) Confident c) Striking d) Exuberant e) Specialized
Project _
re volu tion beer pack aging
Category _ identit y /
pack aging
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06 Rethinking the Modern Household Lamp Objective _ To redesign a common household product to be more sustainable and then design a book, logo, and poster to promote the new product. The product that I chose to redesign was the common household lamp.
Solution _ My lamp redesign involved rethinking the lamp from the ground up. This involved inventing a lamp shade made entirely out of recycled plastic bags, a base made of reclaimed wood from demolished homes & utilizing cutting edge L.E.D light bulbs. The book design is divided in chapters about the history of the lamp, the negative environmental effects of plastic bags and unnecessary energy consumption, & the lamp redesign. The aesthetic is editorial in the photography choice & classic typography but is pushed into a more intimate direction by using hand-drawn type & a paper stock that looks & feels similar to newsprint. It reflects both the environmental message & D.I.Y nature of the lamp redesign.
Specs _
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Project
R3 lamp redesign
Category
Print / identity
Pieces
Book, logo, promotional newspaper / poster
Class
Graphic design 3
Target Audience
Environmentally conscious individuals
Typefaces
Trade Gothic, Caslon, hand-drawn type
Materials
Mohawk via grey, newsprint, glossy rubdowns
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Attributes _ a) Midwestern b) Confident c) Striking d) Exuberant e) Specialized
Project _
r 3 l a mp redesign
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07 Synergy, Urban Sprawl and the New Urbanism Objective _ To design a variety of promotional materials for Mohawk Synergy paper. The design needs to successfully showcase Synergy paper and also maintain audience interest with a provocative subject matter.
Solution _ As something that profoundly effects us every day in ways that are not always immediately visible, urban planning and suburban sprawl has been an interest of mine for a long time. As I researched the notion of synergy for this project, the opportunity to explore this idea presented itself; suburban sprawl represents the opposite of synergy. Sprawl is defined as the spreading outwards of a city and its suburbs to low density & auto dependent rural land. High segregation of uses (e.g. stores and residential), & various design features that encourage car dependence are symptoms of sprawl. The book explores the many negative effects of sprawl on the environment and the physical / mental health of citizens living in sprawling cities & also shows encouraging examples of urban planning. Specs _
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Project
Mohawk Synergy Paper Promotion
Category
Pieces
Book, Swatch Cards, Posters
Class
Typography 3
Target Audience
Graphic Designers
Typefaces
Blender
Materials
Entrada 190 Text Paper
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Attributes _ a) Editorial b) Bold c) Edgy d) Provocative e) Thoughtful
Project _
sy nergy pa per pr omotion
Category _ print
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Revitalizing the Costco Shopping Experience _
Project _
c o stc o pack aging
Category _ identit y /
pack aging
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kristopher leigh
Desig n Mission Statement _ - Create a “house of brands� made up of private lines that will strengthen the Costco identity. - Create strong, cohesive packaging to add value to the consumer shopping experience. - Attract a younger & broader consumer base.
Description _ High-end cookware products.
Description _ International coffee products.
Price Point _ $10 - $200
Price Point _ $3 - $25
Key Adjectives _ Sophisticated, reliable, gourmet.
Key Adjectives _ Classic, global, specialized.
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Desig n Mission Statement _ - Create a “branded house� made up of cohesive, yet varied packaging in a variety of product categories. - Attract a younger & broader consumer base. - Create a one-stop shopping experience where consumers can buy quality products at a low price.
Description _ Food products.
Description _ Home decor products.
Description _ Bath products.
Description _ Home cleaning products.
Price Point _ $2 - $15
Price Point _ $5 - $35
Price Point _ $5 - $15
Price Point _ $5 - $15
Key Adjectives _ Clean, simple, modern, reusable.
Key Adjectives _ Clean, fun, energetic, modern.
Key Adjectives _ Clean, vivid, soft, welcoming.
Key Adjectives _ Clean, bright, simple, modern.
Project _
c o stc o br a nding ch a r t
Category _ pack aging
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kristopher leigh
08 High-End Cookware for the Sophisticated Cook Objective _ To create a variety of packaging for the Coscto private label Savoy; makers of high-end, high-quality cookware that is targeted towards a more sophisticated consumer with a higher price point.
Solution _ To create packaging for such a high-end and product, it was essential that the design was sophisticated and beautiful enough to justify the cost. A consumer buying Savoy cookware is not only buying a piece that they will likely have for many years, but they are also purchasing the experience of feeling like a world class chef themselves. By creating a product endorsed by world class French chef Guy Savoy and accentuating the beauty of the product with sumptuous photography & sophisticated colors / typography, consumers would feel as if they are buying something special. Silver foils matched with rich eggplant and vivid goldenrod give the design a powerful feeling of class.
Specs _
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Project
Savoy Cookware Packaging
Category
Packaging
Pieces
Tea press, salt/pepper grinder, 6-piece set, knife set
Team Members
Kristopher Leigh, Woorim Choi, Anna Bazarnaya
Class
Packaging 4
Target Audience
Aspiring home chefs
Typefaces
Helvetica Neue, Chronicle Text
Materials
Silver foils, laminated Boxes, wood
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Attributes _ a) Classy b) Gourmet c) Quality d) Sophisticated e) Reliable
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s avoy c o ok wa re pack aging
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pack aging
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08 Gourmet Coffee Blends from Around the World Objective _ To create a variety of packaging for the Coscto private label Bravado; makers of high quality coffee blends and coffee related products from around the world that is targeted towards coffee connoisseurs on a budget.
Solution _ The most important aspects of the Bravado coffee brand is that they make a product that is delicious, international, and authentic; all things that our target audience would look for in a coffee product. To fully appeal to our demographic, the packaging played up the characteristics of the product that made it stand out including the roasting date, the specific farm and region where it was grown, the altitude at which it was grown and even the name of the family that produced it. Highly descriptive text was added to entice the consumer and give them the feeling that they were buying something that is a cut above. Visual cues were taken from classic Italian coffeehouses and culture.
Specs _
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Project
Bravado Coffee Packaging
Category
Packaging
Pieces
Coffee blends, covered coffee beans, flavored crisps
Team Members
Kristopher Leigh, Woorim Choi, Anna Bazarnaya
Class
Packaging 4
Target Audience
Coffee connoisseurs on a budget
Typefaces
Tungsten (modified), Numbers indicia, Knockout
Materials
Moab Somerset paper, plastic, tin
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br ava d o c offee pack aging
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pack aging
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Delightful combination of pure milk chocolate & Morrocan mint NET WT. 8.5 OZ (278 g)
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08 Kirkland Packaging; Branding a House Objective _ Our goal for this project was to design a cohesive, instantly identifiable, and flexible packaging system for a wide variety of products produced by Costco's in-house brand Kirkland including; home essentials, bath, decor and food.
Solution _ By using a consistent yet flexible logo mark, paired with a specific color palette and typographic language that changes in each section of the Kirkland brand, we created packaging that is clearly identifiable as being from the same family yet also has individual visual styles. Great care was taken to create visual languages that were appropriate for the products being sold and spoke to a variety of audiences that would shop at Costco. For example, the home decor products have a fun and inviting style that is targeted toward a younger audience while the home essentials products exude a cleanliness and simplicity appropriate for products like detergent and disinfectant spray.
Specs _
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Project
Kirkland Packaging
Category
Identity / Packaging
Team Members
Kristopher Leigh, Woorim Choi, Anna Bazarnaya
Class
Packaging 4
Target Audience
American consumers ages 18-60
Typefaces
Gotham, Chronicle, Avenir, Helvetica Neue
Materials
Glass, rubdowns, laminated paper
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Attributes _ a) Clean b) Modern c) Simple d) Recognizable e) Flexible
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WWW.COSTCO.COM
WWW.COSTCO.COM
DISTRIBUTED BY: KIRKLAND PRODUCTS PO Box 34331 Seattle, WA 98124 ©2010 KIRKLAND
DISTRIBUTED BY: KIRKLAND PRODUCTS PO Box 34331 Seattle, WA 98124 ©2010 KIRKLAND
MADE IN U.S.A
MADE IN U.S.A
MADE IN U.S.A
KIRKLAND BAR SOAP This Bar Soap provides calming and rejuvenating elements while including a balancing and uplifting essence.
KIRKLAND BAR SOAP This Bar Soap is great for sensitive skin and provides protection as it softens and moisturizes your skin.
DISTRIBUTED BY: KIRKLAND PRODUCTS PO Box 34331 Seattle, WA 98124 ©2010 KIRKLAND
KIRKLAND BAR SOAP This Bar Soap offers de-stressing and detoxifying elements while including stimulating and clarifying elements.
bar soap
bar soap
bar soap
3.75 OZ (105 G)
COCONUT Balancing
WWW.COSTCO.COM
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3.75 OZ (105 G)
GRAPEFRUIT Refreshing
3.75 OZ (105 G)
SPEARMINT Moisturizing
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toothpaste
DIRECTIONS: - Adults and children 2 years and older - Apply toothpaste onto a soft bristle toothbrush WWW.COSTCO.COM
DISTRIBUTED BY: KIRKLAND PRODUCTS PO Box 34331 Seattle, WA 98124 ©2010 KIRKLAND
kirkl a nd pack aging
toothpaste AQUA FRESH Fresh breath
5.6 OZ (158.8 G)
toothpaste
DIRECTIONS: - Adults and children 2 years and older - Apply toothpaste onto a soft bristle toothbrush
CINNAMON Strong teeth
5.6 OZ (158.8 G)
CINNAMON Strong teeth
5.6 OZ (158.8 G)
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toothpaste
DIRECTIONS: - Adults and children 2 years and older - Apply toothpaste onto a soft bristle toothbrush
SPEARMINT Healthy gums
5.6 OZ (158.8 G)
Peg-8, Sodium Lauryl Sulfate, Flavor, Xanthan Gum, Titanium Dioxide, Carbomer, Sodium, Saccharin, Carrageenan Gum, Silicon Dioxide, Saccharin Sodium, Carboxymethyl cellulose Sodium, Propylparaben
toothpaste
INACTIVE INGREDIENTS Water, Hydrated Silica, Sorbitol, Glycerin, When using this product, if irritation occurs discontinue use Keep out of reach of children under 6 years of age. If you accidentally swallow more than used for brushing, get medical help or contact a poison control center
Store below 30°C (86°F)
OTHER INFORMATION
Children under 2 years ask a dentist or physician
WARNINGS
Sodium fluoride (0.15% w/v fluoride ion) USE aids in the prevention of dental cavities
DRUG FACTS ACTIVE INGREDIENT
WWW.COSTCO.COM
DRUG FACTS (continued)
KIRKLAND TOOTHPASTE KIRKLAND tooth paste offers advanced protection for you. When you brush it fights cavities and plaque, it promotes healthy gums, gently whitens teeth and delivers fluoride which provides lasting enamel protection to work even between brushing.
DISTRIBUTED BY: KIRKLAND PRODUCTS PO Box 34331 Seattle, WA 98124 ©2010 KIRKLAND
Peg-8, Sodium Lauryl Sulfate, Flavor, Xanthan Gum, Titanium Dioxide, Carbomer, Sodium, Saccharin, Carrageenan Gum, Silicon Dioxide, Saccharin Sodium, Carboxymethyl cellulose Sodium, Propylparaben
toothpaste
INACTIVE INGREDIENTS Water, Hydrated Silica, Sorbitol, Glycerin,
Store below 30°C (86°F) When using this product, if irritation occurs discontinue use Keep out of reach of children under 6 years of age. If you accidentally swallow more than used for brushing, get medical help or contact a poison control center
OTHER INFORMATION
Children under 2 years ask a dentist or physician
USE aids in the prevention of dental cavities WARNINGS
Sodium fluoride (0.15% w/v fluoride ion)
DRUG FACTS ACTIVE INGREDIENT
WWW.COSTCO.COM
DISTRIBUTED BY: KIRKLAND PRODUCTS PO Box 34331 Seattle, WA 98124 ©2010 KIRKLAND
DRUG FACTS (continued)
KIRKLAND TOOTHPASTE KIRKLAND tooth paste offers advanced protection for you. When you brush it fights cavities and plaque, it promotes healthy gums, gently whitens teeth and delivers fluoride which provides lasting enamel protection to work even between brushing.
INACTIVE INGREDIENTS Water, Hydrated Silica, Sorbitol, Glycerin, Peg-8, Sodium Lauryl Sulfate, Flavor, Xanthan Gum, Titanium Dioxide, Carbomer, Sodium, Saccharin, Carrageenan Gum, Silicon Dioxide, Saccharin Sodium, Carboxymethyl cellulose Sodium, Propylparaben
Store below 30°C (86°F)
Children under 2 years ask a dentist or physician
OTHER INFORMATION
When using this product, if irritation occurs discontinue use Keep out of reach of children under 6 years of age. If you accidentally swallow more than used for brushing, get medical help or contact a poison control center
USE aids in the prevention of dental cavities WARNINGS
Sodium fluoride (0.15% w/v fluoride ion)
5.6 OZ (158.8 G) DRUG FACTS ACTIVE INGREDIENT DRUG FACTS (continued)
KIRKLAND TOOTHPASTE KIRKLAND tooth paste offers advanced protection for you. When you brush it fights cavities and plaque, it promotes healthy gums, gently whitens teeth and delivers fluoride which provides lasting enamel protection to work even between brushing.
AQUA FRESH Fresh breath
SPEARMINT Healthy gums
5.6 OZ (158.8 G)
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Thank You _ Mom & Dad for always supporting me. Eleanor for being there for me. All my friends from Chicago to San Francisco. Mary Scott for guiding me in the process of making this book. Thomas McNulty for supporting me through so many identity & packaging projects. Scott Rankin for giving me my first formal introduction to design. Christine George for introducing me to the world of packaging. Michael Osbourne for solidifying my love of packaging & teaching me about the art of collaboration. Allen Gaoiran for the always intelligent and thoughtful critiques. Jennifer Sterling for starting me on what I am sure will be a lifelong obsession with typography. Tom Sieu for opening my eyes to what design can really do. Thank you everybody.
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