Polyhedral packaging for a geometric towel.
The Vertty beach towel is named after “vertices” — those corner points of polygons and polyhedrons.
Its triangular box package was designed by co-founder Frederico Cardoso, who covered the surface of the right-triangle prism-shaped carton with a mosaic pattern of colored triangles.
The equilaterally triangular “Lushus” jelly crystals boxes from the 1930s (that we were looking at last week) did something similar. The motive for covering an unusually shaped box with a pattern of related geometric shapes is understandable from a branding standpoint. Vertty is all about the triangles, after all. (One of their taglines is “try a different tryangle”)
But the effect of these patterns is also akin to what package designer, Milner Gray used to call “dazzle painting”…
“…the shape and dimension of a pack may be confused by breaking up the surface with an irregular pattern. War-time camouflage has made use of such techniques, at one time called ‘dazzle-painting’… unless there is a good reason to do so, do not “dazzle-paint” your pack…”
Milner Gray, Package Design, 1955
Photographed in the bright sunlight of the beach, however, the structure of the pack still seems unmistakably triangular.
The packaging plays a key role in their promotional “Shape Shifter” video with various characters making off with the box and heading for the beach.
Below is a silent video showing how the towel is folded and packed.
Also noteworthy: a 1955 Citroën van serves as Vertty’s showroom: