Our client, a young brand proposing custom limited edition tees designed and made in Greece selected ‘Armiriki’ as name. Also known as Tamarix hampeana, the Armiriki discribes a tree species commonly found on the Greek coastline. The humble but tough nature of this tree type, that grows in the adverse environment of salty ground and merciless sunshine, is maybe a good parallel for the greek social environment. However this name and its direct reference to ‘almiro’ meaning salty in Greek, gave us a good starting point for our assignment. Using the cultural significance of salt we opted to craft a typeface as main connecting factor throughout the whole visual identity. Basic principles for our design were the crystal structure of sea salt, infused with the nobility of armiriki tree structure. Resulting in a monospaced typeface consisting of absolute cubic and circular forms creating a rather democratic ensemble. The name of it is TP—Monosalt.
