«Craftsmen» is a project by Sela Home that unites artisans from various cities across Russia. The items are created in small batches and are unique, meaning they are not reproduced.
Text blocks in communication media are slightly skewed to mimic the imperfection of hand-set type.
On the front side of the packaging, neither of these treatments is applied—the text remains straight and clear there so that formal information can be read easily and effortlessly.
Each piece is accompanied by a custom postcard from the artist. It is constructed using a layering technique: fragments of paper, scraps of drafts, and sketches are overlaid one upon the other.
The same principle of layering applies to POS materials and packaging. Tags are assembled from several layers.