Private Brand Art? from Cass Art & Pentagram

For the last 10 years Pentagram’s Angus Hyland and London-based art supply store Cass Art have worked together to shake up the traditional retailer with a completely different approach to selling and design. As a result Cass Art is now launching their first Private Brand of artists pads. Their immediate and aspirational styling exemplify Cass Art’s mission to ‘fill this town with artists’.

The design consolidates and clarifies the essential technical information in a concise way. This systematic approach allows enough space for the uses of the pads to be illustrated through primal mark making. The 9 cartridge paper pads are split between heavyweight (red) and regular (black) and herald the launch of a broad selection of papers including layout, marker, tracing, colored and sketchbooks.

Using the system set up for the Cartridge pads Angus Hyland and his team have created a line of a further twenty five pads, brush sets and sketchbooks. each design emphasises the materiality of the product. The coloured paper pad is adorned with a target made up from hand cut coloured paper, the marker pads are decorated with lines drawn by marker pens, the tracing paper features a tradtional draughtsman’s technique of parallel motion, and the layout pad is patterned with blocks drawn with ballpoint and pencil.

To accompany the pads Cass Art is publishing its own version of Margaret Krug’s “An Artist’s Handbook – Materials and Techniques” with cover design by Hyland and his team.



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Christopher Durham
Christopher Durham is the President of My Private Brand and the Co-founder of The Vertex Awards. He is a strategist, author, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. Durham has published five definitive books on private brands including his first book Fifty2: The My Private Brand Project. In 2017, he will debut his latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.