Jon Contino’s work combines Old and New World aesthetics into a modern, minimalist style. It reveals the influences of historical New York, contemporary street art, and the lost art of hand-drawn lettering. Through these images, he tells his story as a designer and consultant to brands ranging from the smallest boutique start-ups to the largest corporations.
Can you talk about your lettering process for The Hidden Sea?
jon contino: I really wanted to make it clear that this brand had a deep connection to the ocean. My solution was to incorporate wavelike flourishes into the decorative elements of the type. I tried a few different styles, but in the end, the whole thing had to be pretty tightly composed so that the waves didn’t distract from the legibility of the words themselves.
Tell me about the monogram. Did you consider the ubiquitous anchor for the “T”?
Absolutely not. I think the anchor iconography has been done to death. I’m absolutely guilty of it as well, but after the however-many-hundredth client asked me to do something with an anchor, I had to abandon it forever. I think the last anchor I ever incorporated into a design was in 2010. I just had to put a stop to the madness. To this day, four years later, I’m still seeing people saturate the market with anchors. It’s a beautiful shape, but it’s basically lost its meaning.
A nautical theme is tough to pull off, since people just assume anchors all the time, so I try to go for the more obscure elements that might not specifically speak to the ocean but create an environment of unmistakable intentions. Thanks to the whale, though, this design had a little help, so that can’t be ignored either.
How far did the client want to take the nautical theme (e.g., the rope box handles)?
The client wanted to make sure the nautical theme was clear, but that didn’t mean it had to be super graphic. One of the great things about designing an entire package is that you can use alternate means for describing a theme. The rope on the box is one of those things that isn’t slap-you-in-the-face nautical but, when used properly, becomes something very obvious.
What were some of your typographic influences on this project?
I combined the bones of classic Spencerian calligraphy with the soul of traditional tattoo-style script. Mixed in with a little bit of those wave flourishes and it became a beast in its own right.
How much direction came from the client? Is there a story behind “The Limestone Coast”? How did that shape the direction?
The identity is actually based on the Limestone Coast of Australia, which has become quite famous for its ancient whale fossils. That’s a pretty unique thing to find, so the client really wanted to use the whale as the foundation for the brand. The fossils are basically part of the earth from which the grapes grow to create the wine.
You have a distinctive style. Did the client seek you out for your rustic approach?
Absolutely. It was clear from the beginning that my style was the one thing that was a defined parameter of the project. The rest was up for grabs as we explored and experimented with ideas and execution.
product: The Hidden Sea
client: Co Partnership
design firm: Jon Contino Studio
creative director: Max Harkness
designer/hand letterer/illustrator: Jon Contino
medium: Ink
country: United States
The concept behind The Hidden Sea is loosely based on an illustration originally created for Contino’s menswear brand, CXXVI Clothing Co. Expanding on the original artwork, the illustration matured into a complete brand featuring a full identity and packaging system.
“The labels were a fun challenge, since I had to reimagine the script within the allotted space over and over again,” says Contino. “It was a pretty unique process trying to maintain the vibe while keeping it clear that it’s a different variety.”
