Maypole Soap. Maypole zeep verft in alle kleuren
The pattern
This still is filed under Iconic figure claim.
Define
A single figure, drawn, silhouetted, or posed, is the whole claim. You can read it across a street.
Mechanism
Compression into a body. The figure is not decoration. It is the sentence. Distance-legibility is the test.
Verdict
Poster scale, outdoor, packaging at a glance
Why it works
The claim in alle kleuren is not asserted, it is displayed - every colour the product makes is hanging on the line in one glance, which converts a text claim into a visual inventory. The English brand name gets the biggest type and the Dutch benefit line gets the closing band, so an imported product reads as familiar without losing its name. The extreme vertical format forces a top-to-bottom read, and van Caspel uses it as a sequence: finished result above, process and packet below.
Steal this when
You sell one product that produces many different outcomes. Show every outcome at once in the artwork and let the claim line only caption what the reader has already counted.