Peita – Artisan Raw Chocolate

Artisan Raw Chocolate 

100% pure, raw, organic, and packed with antioxidants that nourish mind, body and soul. Void of preservatives, flavor extracts, and food coloring. Truffles are handmade over very low heat at a small chocolate lab using only the highest quality superfood ingredients and, of course, Vitamin L (love). Created with your health and your heart in mind, Raw Chocolate Love is love at first bite.

Target market is eco minded 20+ vegan, health conscious, organic

The design concept was to play on the idea of being handmade and include hand drawn illustrations and typography with a simple complimentary color palette was used as well as use of texture and pattern through illustration to support the idea of hand-made products which elicit pleasant associations of warmth and lightness of the product.




Lego Packaging Design


Ole Kirk Christiansen was a carpenter trying to make a living in the farming village of Denmark. When the depression hit his construction orders dwindled to nothing and he began to make small wooden toys to survive. Soon these wooden toys became the focus of his business and in 1934 he renamed his “company” Lego. After the war he invested in a plastic injection molding machine – the first in Denmark. By 1949 he was manufacturing a variety of plastic toys including a building block named the Automatic Binding Brick.


By this time his Ole’s son, Godtfred was helping with the management of the family enterprise. Unlike his father, who was happy to wrap his wooden toys in brown craft paper, Godtfred believed in the idea of proper packaging and promotion. The Automatic Binding Bricks were among the first to receive a 4-color illustrated box



Of course Godtfred still had no concept of brand identity so every early box was a one-off design exercise. The Automatic Binding Bricks didn’t sell particularly well, but Ole and Godtfred stuck with the idea. In 1952 they came up with a shorter, more descriptive name – Lego Mursten.

1955 Godtfred organized all of the Lego Mursten sets around a single, common theme – the Town Plan. He called it the System i Leg (System of Play) and with this System came new boxes.


Lego had been sold as basic or gift sets small supplementary sets, but the new town plan introduced the concept of specific model sets. Over the next two years Lego released several architectural sets that were packaged in what many consider be the most beautiful of all Lego boxes.

In 1959 Helge Torpe was employed by Godtfred as the marketing director and they opened a photography department. It was Helge who became responsible for the increasingly sophisticated graphics and displays, as well as a much more comprehensive approach to marketing. In 1960 he completely revamped the promotional materials for the company. The cartoon-like LEGO Mascot, dating back to 1954, was replaced by a new robot-like mascot made, appropriately, from LEGO Bricks. The mascots were used in all of LEGO marketing including boxes, idea books and advertisements


These new boxes, which featured a series of professionally shot images using actual models, were intended to be used in all of their European markets. It was the company’s first attempt to create a unified graphic approach to their marketing and advertising. By the 1970s Lego was sold in Europe, North and South America and Japan. The beautiful 1973 box and logo redesign, clearly Swiss influenced, was the first attempt at a true international standard:





Jeremy Saunders

If you have walked into an Australian cinema within the last five years, there is a good chance you have seen the work of Jeremy Saunders.

Saunders has designed more than 100 movie posters, his work accounting for a huge chunk of the local industry’s marketing images – including the key art for Australians films

Saunders was born in England and spent the good part of his 20s drifting between occupations, dabbling in music retail, human resources, recruitment and other jobs. Then one day the winds of change blew and fate delivered his destiny in the form of…a bent copy of Adobe Photoshop. “Someone gave me a dodgy copy of Photoshop and the lights just turned on,” he says. “There didn’t seem to be any limitations to what you could do with it. Suddenly, at 29, I know what I wanted to do (and) I spent every evening for about six months just playing with it. ”Saunders writes “it isn’t a great exaggeration to say Abode saved my life.”

Towards the end of 2000 Saunders moved to Australia and cut his teeth as a web designer for a recruitment software company. One night he ventured out to a film event called Sounds of Seduction, where he met “people who knew people” and got his first gig as a key art designer.

baliboposter croc1 md-1 jeremysaunders

David Carson

Known as the “Father of Grunge”. David Carson is an American graphic designer, art director and surfer. He is best known for his innovative magazine design, and use of experimental typography.He became famous by breaking all the rules of Graphic Design and developing his own signature style. David Carson is considered by many to be one of the world’s most influential graphic designers. He describes himself as a “hands-on” designer and has a unique, intuition-driven way of creating everything from magazines to TV commercials. Infamous in the early 1990s for making the text in Ray Gun magazine completely unreadable. For example, Carson once converted an entire article on Bryan Ferry into Zapf Dingbats 


Susan Kare

Susan Kare is a graphic designer who worked for Apple Inc. and one of the Original employees of NeXT. Her works include icons and interface elements for Apple, Facebook, PayPal and Microsoft.

She is the designer of many typefaces, icons, and original marketing material for the original Macintosh operating system. Indeed, descendants of her groundbreaking work can still be seen in many computer graphics tools and accessories, especially icons such as the Lasso, the Grabber, and the Paint Bucket. An early pioneer of pixel art, her most recognizable works from her time with Apple are the Chicago typeface (the most prominent user interface typeface seen in Classic Mac OS, as well as the typeface used in the first four generations of the Apple iPod interface), the Geneva typeface, the original monospace Monaco typeface, Clarus the Dogcow, the Happy Mac (the smiling computer that welcomed Mac users when starting their machines), and the symbol on the Command key on Apple keyboards.Image

Woody Pirtle: Simplistic logos to last a lifetime by Peita

  • Born Woodrow Tyler Pirtle, Jr in 1944
  • University of Arkansas in 1969- Fine Arts and Architecture
  • Dallas, Texas 1978 Pirlte Design was established.
  • 2003 was awarded the prestigious AIGA medal.
  • Taught and lectured at the School of Visual Arts, alliance Graphique Internationale and served on the board of HOW magazine and the American Institute of Graphic Design.


Texan born, Louisianan raised and New York aged, “Woody” Tyler Pirtle is a highly regarded American designer. Woody made his first stop after finishing college in 1967 at a small advertising agency. A couple of years later, realizing that he needed to be in a larger market if he was to make anything of himself, he moved to Dallas.

In 1978 Woody Pirtle established Pirtle Design in Texas and since then, few have influences the world of design more than he. In 1988 Woody merged Pirtle Design with Pentagram, an international design consultancy founded in London in 1972, becoming a partner at their New York offices for the next 18 years while continuing to work with some of the firm’s most prestigious clients. Between 1988 and 2005, Woody and the office of Pentagram produced work for Brown-Forman, Bacardi Global Brands, Flying Fish Brewing Company, Watch City Brewing Company, Murray’s Cheese, Really Cool Foods, IBM, Champion International Corporation, Fine Line Features, The Rockefeller Foundation, Nine West, Northern Telecom, Knoll International, Wellesley College, Princeton University, Brooklyn Law School, and Amnesty International, plus many others. He has won every award there is to win in his field of design, including the prestigious AIGA Medal for his contribution to the design profession in 2003.



In 2005 Woody left Pentagram to re-establish Pirtle Design. Woody Pirtle was commissioned in 2002 by Amnesty International to design a series of posters focusing on twelve of the individual articles of the Universal Declaration of Human Rights.



In more recent years, Pirtle showed support for Barrack Obama during the 2008 presidential race, and was one of the many artists to design a poster for the exhibit “Where is My Vote?” for the Green Movement in Iran.