Campaign images © Malin+Goetz, from malinandgoetz.com

Malin+Goetz

pharmacy label set in bracketed helvetica

Malin+Goetz packages grooming and home products like a modern pharmacy: plain white tubes, sticks, pumps and jars (#f2f2f0) carry nothing but a flush-left block of bold condensed grotesque type, printed in one ink. The bracketed wordmark, two names joined by a plus inside parentheses, runs edge to edge at the top of the block; the product name follows in lowercase with a full stop at about half the size, then a dense micro paragraph of bilingual directions, an ingredient code joined by em dashes and a bold volume line using the estimated-sign 'e'. Each product gets one ink colour drawn from its scent or ingredient (olive for eucalyptus, cobalt for chamomile, red for cilantro), and the same type block reverses out in white on coloured cartons and wrappers. On tubes the whole block rotates 90 degrees and reads up the side.

https://malinandgoetz.com Explore the brand

Body & bath
Skincare
Light pack
Clinical minimal
Bold typographic
Colour-coded range

Color Palette

Approximate colours interpreted from photography. These are screen references, not official brand colours or print specifications.

Pack body

Dispensary White
#f2f2f0
Tubes, sticks, pump bottles and jar lids; the default ground of nearly every pack

Ink

Eucalyptus Olive
#6b6a3a
Whole type block on eucalyptus and bergamot products
Gel Olive
#9a9a2a
Lighter olive type block on the eucalyptus body gel tube
Chemist Cobalt
#1f22a8
Type block on shave cream and sulfur products; also the round 'new.' badge
Cilantro Red
#c8202a
Type block on the cilantro hair conditioner
Reverse White
#ffffff
Type block reversed out of coloured cartons and wrappers

Range coding

Strawberry Rose
#c96d72
Vitamin B5 bar wrapper and strawberry products, type reversed in white
Otto Pink
#e8aed6
Otto home-spray carton with white type
Leather Orange
#d0681e
Leather candle carton with white type
Candle Aqua
#6fd1c9
Tinted glass of the collaboration leather candle, with black type
Sage Green
#6b9f86
Sage home-spray carton and bottle

Typography

Suggested visual alternatives, not confirmed brand typefaces. Any scale below is an illustrative estimate.

The bracketed wordmark is the largest element and runs edge to edge at the top of the type block; the lowercase product name with its full stop sits directly under it at about half the size, followed by a dense micro paragraph and finally a bold volume line. On tubes the whole block rotates 90 degrees and reads up the side; on sticks and bottles it stays horizontal.

Type scale

Estimated cap size as a share of the panel · Front of the 73 g deodorant stick, about 110 mm tall

wordmark
7% · Bold · Display
(CEDAR+MOSS)
tube-wordmark
9% · Bold · Display
(CEDAR+MOSS)
product-name
3.6% · Bold · Headline
vetiver deodorant.
volume
3% · Bold · Numeral
2.6oz.e73g
french-name
1.6% · Bold · Body
DÉODORANT AU VÉTIVER
code-line
1.4% · Bold · Body
10% VETIVER LEAF OIL—VT-204-72.

Fonts

Display
Archivo Narrow
Looks like
Helvetica Neue Bold Condensed, Neue Haas Grotesk Bold
Type
Bold condensed neo-grotesque
Weight
Bold
Case
Uppercase
Tracking
Tight, about -1%
Fallback
Helvetica Condensed Bold, Arial Narrow Bold
The wordmark, two names joined by a plus inside parentheses, at the full width of the type block.
Headline
Archivo
Looks like
Helvetica Neue Bold
Type
Bold neo-grotesque
Weight
Bold
Case
Lowercase ending with a full stop
Tracking
Tight, about -1%
Fallback
Helvetica Bold, Arial Bold
Ingredient plus product type, e.g. a scent then 'deodorant.', under the wordmark.
Body
Roboto Condensed
Looks like
Helvetica Neue Medium Condensed
Type
Condensed grotesque at micro size
Weight
Regular, Bold
Case
Uppercase
Tracking
Normal, set solid
Fallback
Arial Narrow
French name, active percentage and product code joined by em dashes, then a dense justified paragraph of directions and cautions in two languages.
Numeral
Archivo
Looks like
Helvetica Neue Bold
Type
Bold neo-grotesque figures
Weight
Bold
Case
Lowercase units
Tracking
Tight
Fallback
Helvetica Bold
Volume line closing the block: fl.oz, the estimated sign 'e' and the metric quantity.

Structure & Proportions

Proportions

Purpose	Value	Preview
Type block width	About 90% of the front width, flush left
Wordmark width	Full block width, edge to edge
Type block height	About 45% of front height on sticks and bottles
Left margin	About 5% of front width
White space	About 50% of the front left white, mostly above and below the block
Colours per pack	Two: white body and one ink (or one board colour and white type)	—
Density	Very dense type block on an otherwise empty pack	—

Shapes

Element	Value	Preview
Type block	Flush-left rectangle of text, no frame
New badge	Solid cobalt circle with lowercase 'new.'
Tube	Tall white crimped tube with flip cap
Pump	White lotion pump
Jar lid	White domed screw lid

Finishes

Matte white plastic
Tubes, sticks, pumps and lids · matte
Clear and tinted glass
Jars, perfume oil and candle vessels · transparent
Uncoated coloured board
Candle and home-spray cartons · uncoated
Debossed wordmark
Bar soap · emboss

Formats and materials


Formats	Squeeze tube, Deodorant stick, Pump bottle, Jar, Spray bottle, Candle vessel, Bar wrapper, Perfume flacon
Materials	White plastic, Clear glass, Tinted glass, Paperboard, Paper wrapper, Flexible film
Closures	White flip and screw caps, white pump heads, white cylindrical spray caps, white domed jar lids
Decoration	Direct single-colour screen print, Reversed-out white type on colour, No graphics or imagery

Front Panel

Schematic reading order. The diagram’s zone heights do not represent measured artwork proportions.

A single flush-left type block printed straight onto a white pack, rotated vertically on tubes and horizontal on bottles and sticks; no frame or panel.

Zone	Content
Top line	Bracketed wordmark at full block width
Second line	Lowercase product name with full stop
Middle	French name, active percentage, product code, then dense bilingual directions
Bottom	Bold volume line in fl.oz and metric with the estimated sign

Range System

One ink colour per product chosen from its ingredient or scent, on a constant white body and an identical type block; secondary packs flip to a solid coloured board with white type.

Eucalyptus = olive ink
Chamomile shave cream = cobalt ink
Cilantro conditioner = red ink
Strawberry bar = rose wrapper, white type
Otto home spray = pink carton
Leather candle = orange carton + aqua glass

Back of Pack & Shelf

The back repeats the type block in the same ink and adds the full ingredient list, maker and address lines, barcode and recycling marks, all in the same condensed grotesque at micro size, so the pack reads as continuous text all the way round.

Full INCI ingredient list in uppercase micro type
Directions and cautions in English and French
Product code and batch number
Maker name, city address and website
Barcode printed in the product ink
Recycling marks and period-after-opening symbol

On shelf

On shelf the range reads as a white pharmacy wall of dense text blocks whose single ink colour sorts products, and the bracketed wordmark at full width makes every pack recognisable at a glance.

Imagery

None; the type block is the entire graphic system, with only a debossed wordmark on bar soap and a round 'new.' badge.

Guidelines

Do

Print one flush-left type block on a white body (#f2f2f0), nothing else.
Run the bracketed wordmark at the full width of the block, about 90% of the front.
Set the product name in bold lowercase with a full stop directly under the wordmark.
Fill the middle with a dense justified micro paragraph of bilingual directions and a product code.
Close every block with a bold volume line using the estimated sign 'e'.
Choose one ink per product from its scent or ingredient, and reverse to white on coloured cartons.

Don't

Don't add illustrations, photos, icons or frames.
Don't centre the type block.
Don't use more than one ink on a pack.
Don't set the product name in capitals or without its full stop.
Don't use serif or script faces.
Don't use tinted or coloured plastic bodies for skincare; colour is in the ink.

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More like this

# Malin+Goetz — Pack Style > pharmacy label set in bracketed helvetica **Category:** Beauty · **Tier:** Premium · **Origin:** US · **Theme:** light **Source:** https://malinandgoetz.com Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. Malin+Goetz packages grooming and home products like a modern pharmacy: plain white tubes, sticks, pumps and jars (#f2f2f0) carry nothing but a flush-left block of bold condensed grotesque type, printed in one ink. The bracketed wordmark, two names joined by a plus inside parentheses, runs edge to edge at the top of the block; the product name follows in lowercase with a full stop at about half the size, then a dense micro paragraph of bilingual directions, an ingredient code joined by em dashes and a bold volume line using the estimated-sign 'e'. Each product gets one ink colour drawn from its scent or ingredient (olive for eucalyptus, cobalt for chamomile, red for cilantro), and the same type block reverses out in white on coloured cartons and wrappers. On tubes the whole block rotates 90 degrees and reads up the side. ## Tokens — Colors | Name | Value | Token | Group | Role | | --- | --- | --- | --- | --- | | Dispensary White | `#f2f2f0` | `--color-dispensary-white` | Pack body | Tubes, sticks, pump bottles and jar lids; the default ground of nearly every pack | | Eucalyptus Olive | `#6b6a3a` | `--color-eucalyptus-olive` | Ink | Whole type block on eucalyptus and bergamot products | | Gel Olive | `#9a9a2a` | `--color-gel-olive` | Ink | Lighter olive type block on the eucalyptus body gel tube | | Chemist Cobalt | `#1f22a8` | `--color-chemist-cobalt` | Ink | Type block on shave cream and sulfur products; also the round 'new.' badge | | Cilantro Red | `#c8202a` | `--color-cilantro-red` | Ink | Type block on the cilantro hair conditioner | | Reverse White | `#ffffff` | `--color-reverse-white` | Ink | Type block reversed out of coloured cartons and wrappers | | Strawberry Rose | `#c96d72` | `--color-strawberry-rose` | Range coding | Vitamin B5 bar wrapper and strawberry products, type reversed in white | | Otto Pink | `#e8aed6` | `--color-otto-pink` | Range coding | Otto home-spray carton with white type | | Leather Orange | `#d0681e` | `--color-leather-orange` | Range coding | Leather candle carton with white type | | Candle Aqua | `#6fd1c9` | `--color-candle-aqua` | Range coding | Tinted glass of the collaboration leather candle, with black type | | Sage Green | `#6b9f86` | `--color-sage-green` | Range coding | Sage home-spray carton and bottle | ## Tokens — Typography The bracketed wordmark is the largest element and runs edge to edge at the top of the type block; the lowercase product name with its full stop sits directly under it at about half the size, followed by a dense micro paragraph and finally a bold volume line. On tubes the whole block rotates 90 degrees and reads up the side; on sticks and bottles it stays horizontal. ### Display — Helvetica Neue Bold Condensed, Neue Haas Grotesk Bold · `--font-display` - **Classification:** Bold condensed neo-grotesque - **Free lookalike:** Archivo Narrow (Google Fonts) - **Fallback:** Helvetica Condensed Bold, Arial Narrow Bold - **Weights:** Bold - **Case:** Uppercase - **Tracking:** Tight, about -1% - **Role:** The wordmark, two names joined by a plus inside parentheses, at the full width of the type block. ### Headline — Helvetica Neue Bold · `--font-headline` - **Classification:** Bold neo-grotesque - **Free lookalike:** Archivo (Google Fonts) - **Fallback:** Helvetica Bold, Arial Bold - **Weights:** Bold - **Case:** Lowercase ending with a full stop - **Tracking:** Tight, about -1% - **Role:** Ingredient plus product type, e.g. a scent then 'deodorant.', under the wordmark. ### Body — Helvetica Neue Medium Condensed · `--font-body` - **Classification:** Condensed grotesque at micro size - **Free lookalike:** Roboto Condensed (Google Fonts) - **Fallback:** Arial Narrow - **Weights:** Regular, Bold - **Case:** Uppercase - **Tracking:** Normal, set solid - **Role:** French name, active percentage and product code joined by em dashes, then a dense justified paragraph of directions and cautions in two languages. ### Numeral — Helvetica Neue Bold · `--font-numeral` - **Classification:** Bold neo-grotesque figures - **Free lookalike:** Archivo (Google Fonts) - **Fallback:** Helvetica Bold - **Weights:** Bold - **Case:** Lowercase units - **Tracking:** Tight - **Role:** Volume line closing the block: fl.oz, the estimated sign 'e' and the metric quantity. ### Type Scale Sizes are cap height as a share of the reference panel: Front of the 73 g deodorant stick, about 110 mm tall. | Role | Font | Weight | Size | Case | Token | | --- | --- | --- | --- | --- | --- | | wordmark | Display | Bold | 7% of panel height | Uppercase | `--text-wordmark` | | tube-wordmark | Display | Bold | 9% of panel height | Uppercase | `--text-tube-wordmark` | | product-name | Headline | Bold | 3.6% of panel height | Lowercase | `--text-product-name` | | volume | Numeral | Bold | 3% of panel height | Lowercase | `--text-volume` | | french-name | Body | Bold | 1.6% of panel height | Uppercase | `--text-french-name` | | code-line | Body | Bold | 1.4% of panel height | Uppercase | `--text-code-line` | | directions | Body | Regular | 1.1% of panel height | Uppercase | `--text-directions` | ## Structure & Materials - **Formats:** Squeeze tube, Deodorant stick, Pump bottle, Jar, Spray bottle, Candle vessel, Bar wrapper, Perfume flacon - **Materials:** White plastic, Clear glass, Tinted glass, Paperboard, Paper wrapper, Flexible film - **Closures:** White flip and screw caps, white pump heads, white cylindrical spray caps, white domed jar lids - **Decoration:** Direct single-colour screen print, Reversed-out white type on colour, No graphics or imagery ### Proportions | Purpose | Value | | --- | --- | | Type block width | About 90% of the front width, flush left | | Wordmark width | Full block width, edge to edge | | Type block height | About 45% of front height on sticks and bottles | | Left margin | About 5% of front width | | White space | About 50% of the front left white, mostly above and below the block | | Colours per pack | Two: white body and one ink (or one board colour and white type) | | Density | Very dense type block on an otherwise empty pack | ### Shapes | Element | Shape | | --- | --- | | Type block | Flush-left rectangle of text, no frame | | New badge | Solid cobalt circle with lowercase 'new.' | | Tube | Tall white crimped tube with flip cap | | Pump | White lotion pump | | Jar lid | White domed screw lid | ### Finishes | Finish | Where | Look | | --- | --- | --- | | Matte white plastic | Tubes, sticks, pumps and lids | matte | | Clear and tinted glass | Jars, perfume oil and candle vessels | transparent | | Uncoated coloured board | Candle and home-spray cartons | uncoated | | Debossed wordmark | Bar soap | emboss | ## Pack Elements ### Bracketed wordmark **Role:** Brand block Two names joined by a plus inside parentheses, in bold condensed capitals, set at the full width of the type block. ### Lowercase product name **Role:** Product identity Ingredient plus product type in bold lowercase ending with a full stop, about half the wordmark height. ### Code line **Role:** Technical cue French name, active percentage and a product code such as 'SD-209-72' joined by em dashes in bold micro capitals. ### Directions paragraph **Role:** Copy Dense justified paragraph of bilingual directions and cautions in micro uppercase, filling the block width. ### Volume line **Role:** Block terminator Bold line with fl.oz, the estimated sign 'e' and the metric quantity, closing every block. ### Single ink **Role:** Range code The whole block printed in one colour from the scent or ingredient (olive, cobalt, red) on white. ### Reversed carton **Role:** Secondary pack Solid coloured board such as orange (#d0681e) or pink (#e8aed6) with the same block reversed in white. ## Do's and Don'ts ### Do - Print one flush-left type block on a white body (#f2f2f0), nothing else. - Run the bracketed wordmark at the full width of the block, about 90% of the front. - Set the product name in bold lowercase with a full stop directly under the wordmark. - Fill the middle with a dense justified micro paragraph of bilingual directions and a product code. - Close every block with a bold volume line using the estimated sign 'e'. - Choose one ink per product from its scent or ingredient, and reverse to white on coloured cartons. ### Don't - Don't add illustrations, photos, icons or frames. - Don't centre the type block. - Don't use more than one ink on a pack. - Don't set the product name in capitals or without its full stop. - Don't use serif or script faces. - Don't use tinted or coloured plastic bodies for skincare; colour is in the ink. ## Surfaces | Level | Name | Value | Purpose | | --- | --- | --- | --- | | 0 | Dispensary White | `#f2f2f0` | Pack body and print ground for the type block | | 1 | Eucalyptus Olive | `#6b6a3a` | Single ink of the type block | | 2 | Leather Orange | `#d0681e` | Coloured carton board on secondary packs | ## Front Panel Layout A single flush-left type block printed straight onto a white pack, rotated vertically on tubes and horizontal on bottles and sticks; no frame or panel. | Zone | Content | | --- | --- | | Top line | Bracketed wordmark at full block width | | Second line | Lowercase product name with full stop | | Middle | French name, active percentage, product code, then dense bilingual directions | | Bottom | Bold volume line in fl.oz and metric with the estimated sign | ## Range System One ink colour per product chosen from its ingredient or scent, on a constant white body and an identical type block; secondary packs flip to a solid coloured board with white type. - Eucalyptus = olive ink - Chamomile shave cream = cobalt ink - Cilantro conditioner = red ink - Strawberry bar = rose wrapper, white type - Otto home spray = pink carton - Leather candle = orange carton + aqua glass ## Back of Pack The back repeats the type block in the same ink and adds the full ingredient list, maker and address lines, barcode and recycling marks, all in the same condensed grotesque at micro size, so the pack reads as continuous text all the way round. - Full INCI ingredient list in uppercase micro type - Directions and cautions in English and French - Product code and batch number - Maker name, city address and website - Barcode printed in the product ink - Recycling marks and period-after-opening symbol ## Imagery None; the type block is the entire graphic system, with only a debossed wordmark on bar soap and a round 'new.' badge. ## On Shelf On shelf the range reads as a white pharmacy wall of dense text blocks whose single ink colour sorts products, and the bracketed wordmark at full width makes every pack recognisable at a glance. ## Agent Prompt Guide Quick Color Reference: - Dispensary White: #f2f2f0 — Tubes, sticks, pump bottles and jar lids; the default ground of nearly every pack - Eucalyptus Olive: #6b6a3a — Whole type block on eucalyptus and bergamot products - Gel Olive: #9a9a2a — Lighter olive type block on the eucalyptus body gel tube - Chemist Cobalt: #1f22a8 — Type block on shave cream and sulfur products; also the round 'new.' badge - Cilantro Red: #c8202a — Type block on the cilantro hair conditioner - Strawberry Rose: #c96d72 — Vitamin B5 bar wrapper and strawberry products, type reversed in white - Otto Pink: #e8aed6 — Otto home-spray carton with white type - Leather Orange: #d0681e — Leather candle carton with white type - Candle Aqua: #6fd1c9 — Tinted glass of the collaboration leather candle, with black type - Sage Green: #6b9f86 — Sage home-spray carton and bottle - Reverse White: #ffffff — Type block reversed out of coloured cartons and wrappers Create a matte white (#f2f2f0) deodorant stick with a single flush-left block of type printed in olive (#6b6a3a) and nothing else on the front. Set an original wordmark of two invented names joined by a plus inside parentheses, in bold condensed capitals, at the full width of the block. Under it set a lowercase product name ending with a full stop in bold grotesque, about half the wordmark height. Add a bold micro line with a French name, an active percentage and a product code joined by em dashes, then a dense justified paragraph of bilingual directions. Close the block with a bold volume line in fl.oz and grams joined by the estimated sign 'e'. Make a tall white tube with the same block in cobalt (#1f22a8) rotated 90 degrees to read up the side. Image prompt: Product photo of a new grooming brand in a modern pharmacy type-block style: a matte white tube and a white deodorant stick, each printed with a single flush-left block of bold condensed grotesque type in one ink (cobalt blue on the tube, rotated to read up the side; olive green on the stick), an original bracketed wordmark of two names joined by a plus at full block width, a lowercase product name with a full stop, a dense micro paragraph of directions and a bold volume line. No imagery, no frames, one ink per pack. White seamless background, crisp even light, studio product photography. Invent an original brand name and artwork; do not reproduce existing logos. ## Similar Brands - **Le Labo** — Shares the apothecary-label logic of dense typewritten information as the whole design, on amber glass and paper labels rather than direct print. - **Aesop** — Also treats type and information as decoration on plain vessels, with a serif-led, quieter layout. - **Byoma** — Uses white tubes and dense typographic fronts with one colour per product, but in a louder youthful tone. - **Kiehl's** — Similar pharmacy heritage with text-heavy labels and product codes, on a framed label instead of direct print. ## Quick Start ### CSS Custom Properties ```css /* Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. */ :root { /* Colors */ --color-dispensary-white: #f2f2f0; --color-eucalyptus-olive: #6b6a3a; --color-gel-olive: #9a9a2a; --color-chemist-cobalt: #1f22a8; --color-cilantro-red: #c8202a; --color-strawberry-rose: #c96d72; --color-otto-pink: #e8aed6; --color-leather-orange: #d0681e; --color-candle-aqua: #6fd1c9; --color-sage-green: #6b9f86; --color-reverse-white: #ffffff; /* Typography — families (free lookalikes) */ --font-display: 'Archivo Narrow', 'Helvetica Condensed Bold', 'Arial Narrow Bold'; --font-headline: 'Archivo', 'Helvetica Bold', 'Arial Bold'; --font-body: 'Roboto Condensed', 'Arial Narrow'; --font-numeral: 'Archivo', 'Helvetica Bold'; /* Typography — illustrative scale, as a share of the panel (Front of the 73 g deodorant stick, about 110 mm tall) */ --panel-height: 110mm; --text-wordmark: calc(var(--panel-height) * 0.07); --text-tube-wordmark: calc(var(--panel-height) * 0.09); --text-product-name: calc(var(--panel-height) * 0.036); --text-volume: calc(var(--panel-height) * 0.03); --text-french-name: calc(var(--panel-height) * 0.016); --text-code-line: calc(var(--panel-height) * 0.014); --text-directions: calc(var(--panel-height) * 0.011); /* Proportions */ --type-block-width: 90%; --wordmark-width: 90%; --type-block-height: 45%; --left-margin: 5%; --white-space: 50%; /* Surfaces */ --surface-dispensary-white: #f2f2f0; --surface-eucalyptus-olive: #6b6a3a; --surface-leather-orange: #d0681e; } ``` ### Tailwind v4 ```css /* Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. */ @theme { /* Colors */ --color-dispensary-white: #f2f2f0; --color-eucalyptus-olive: #6b6a3a; --color-gel-olive: #9a9a2a; --color-chemist-cobalt: #1f22a8; --color-cilantro-red: #c8202a; --color-strawberry-rose: #c96d72; --color-otto-pink: #e8aed6; --color-leather-orange: #d0681e; --color-candle-aqua: #6fd1c9; --color-sage-green: #6b9f86; --color-reverse-white: #ffffff; /* Typography — families (free lookalikes) */ --font-display: 'Archivo Narrow', 'Helvetica Condensed Bold', 'Arial Narrow Bold'; --font-headline: 'Archivo', 'Helvetica Bold', 'Arial Bold'; --font-body: 'Roboto Condensed', 'Arial Narrow'; --font-numeral: 'Archivo', 'Helvetica Bold'; /* Typography — illustrative scale, as a share of the panel (Front of the 73 g deodorant stick, about 110 mm tall) */ --panel-height: 110mm; --text-wordmark: calc(var(--panel-height) * 0.07); --text-tube-wordmark: calc(var(--panel-height) * 0.09); --text-product-name: calc(var(--panel-height) * 0.036); --text-volume: calc(var(--panel-height) * 0.03); --text-french-name: calc(var(--panel-height) * 0.016); --text-code-line: calc(var(--panel-height) * 0.014); --text-directions: calc(var(--panel-height) * 0.011); /* Proportions */ --type-block-width: 90%; --wordmark-width: 90%; --type-block-height: 45%; --left-margin: 5%; --white-space: 50%; /* Surfaces */ } ```