At Lo Siento Studio, a small studio located in Barcelona, Spain, many interesting and clever art direction, branding, and graphic design ideas are born. Ranging from corporate identity branding, to print and packaging, to 4D typography, founder Borja Martínez specializes in all kinds of creative artwork.
In this project, Japan +81 Magazine wanted a cover design concept that would wow its readers. As a result, this typography concept was developed in which a series of words were formed in the air bubbles of the protective packaging known as bubble wrap.
Many people have been known to find joy in the compression and popping of the small plastic air pockets, but that was not the case here. Using a delicate, almost surgical process, the artist used a steady hand and a lot of patience to inject blue fluid into preselected areas in order to form each letter. From up close, the concept is similar to a pointillist painting, where nothing other than color can be clearly deciphered. But, from a distance, the pattern is easily distinguishable as the phrase "Next Creativity," which was the main theme of that particular issue of the magazine.