Topform 2024

This is a concept for a rebrand of TransTape®, a chest binding product for Transgender individuals.

A circular logo with TT and 'TRANSTAPE FIND YOUR FREEDOM' text on the left with an arrow pointing to the right towards a modern logo with a stylized figure and 'topform BINDING TAPE' text.

Before

Black box of Transtape large 5-inch tape with instruction leaflet showing prep steps.Black box of Transtape large 5-inch tape with instruction leaflet showing prep steps.

After

White box of Topform binding tape with illustrations and text stating 20 pre-cut binding tape sheets.White box labeled 'topform BINDING TAPE' containing 20 pre-cut binding tape sheets with an illustration of the tape on the box.
Open red and white box with Topform binding tape and instruction cards inside.
Blue card with a thank you message for purchasing and support, including a small icon of a figure in a red circle.

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I designed the Topform brand to evoke something classic and familiar by spending time looking at vintage American packaging. I found particular inspiration in an old Red Cross Bandage box I found on ebay. The brand is purposefully bold and honest about the product while remaining appropriate for drug store shelves.

Topform logo featuring a stylized figure next to the word 'topform' with 'BINDING TAPE' below in smaller letters and lines showing how different aspects in the logo line-up.
Four colored squares displaying a color palette and print color codes, dark blue (100, 63, 50, 50), red (0, 94, 97, 0), green (86, 32, 62, 14), yellow (0, 51, 99, 0) and off-white (0, 0, 1, 1).

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My Topform wordmark uses Ultramagnetic Bold Oblique, chosen for it's rounded corner tapelike details. For the rest of the brand typography, I went with Klim's National 2 for some more classic Americana without feeling dated. All the brand colors were designed for print first.

Collage showing packaging designs and sketches for 'Flat Top' binding tape, including a box dieline, logo sketches, branding label with red figure icon, and repeated warning labels.Collage showing packaging designs and sketches for 'Flat Top' binding tape, including a box dieline, logo sketches, branding label with red figure icon, and repeated warning labels.

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These are the initial concepts for the brand identity before I settled on the final direction.

Box of Topform binding tape with illustrations of tape sheets on top.Box of Topform binding tape with illustrations of tape sheets on top.
White box with red border showing an illustration of a roll of binding tape and text reading '20 Pre-Cut Binding Tape Sheets'.
Package back with text describing Topform flat chest binder, safe for multiple days, and a barcode with LGBTQ+ product heart logo.

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The binding tape box is the centerpoint of the brand. Red stripes and blue details on a white box evoke the American flag. Most importantly, the redesign of the box makes it much easier for the user to access the product.

Hand pulling brown binding tape from an open red and white box on a white background.Hand pulling brown binding tape from an open red and white box on a white background.

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The box is designed like an aluminum foil box with tabs on both ends inside the box to hold the roll. Unlike the original TransTape®, I pre-cut the sheets, reoriented the box, and added the tabs, thus making the experience of using the product significantly easier and more pleasant for the customer.

One side of the Topform box with the logo on the side in a circle on a circle cut box shape.
One side of the Topform box with the logo on the side in a circle on a circle cut box shape.

Folded instruction leaflet showing six steps for applying sticky strips with red icons and text on a white background.Folded instruction booklet with six steps in red text and icons explaining how to apply binding tape.
The back of the Topform instructions with a red warning box stating the product may damage skin and advises careful removal.

Two square packets with the topform logo, one white with an orange circle and the other teal with a light blue circle, placed on a white surface.
Two small packets on a white surface, one labeled '5 Pairs of Guards' with an orange circle, and the other labeled '1 Adhesive Removal Wipe' with a striped square icon.

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The guards and wipes are supplementary parts of the product lineup. These packages utilize high-quality light-weight paper to contain the smaller products.

Stylized icon of a face with spiky hair and round sunglasses.
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