Saw these paintings by Marc Travanti once in the eighties and I never forgot them. I love how they are so identifiable even without type and logos. Suitable geometric shapes for abstract paintings, yet anyone familiar with the source packaging—the head & shoulders shampoo, the Merit Cigarettes, the Wonder Bread—has no chance of seeing these as abstractions!
…the formal imagery of a Haagen-Dazs tub or the pattern from a Dixie Cup, with the labeling and the original "content" of the package gone, Travanti focuses on the significance of the images themselves. Form becomes content, and the commodity is transformed into an aesthetic ground, fixed for a moment outside the dizzying stream of popular culture.
–from press release by Beth Wilson, 1988, Stux Gallery
(more paintings after the jump)
Click here to check out Travanti ’s current Entanglement paintings.
Beach Packaging Design