Papieren zak voor Metz & Co.
The pattern
This still is filed under Mark as compressed claim.
Define
The mark itself is the sentence: a monogram, a seal, a device that already means the claim.
Mechanism
Compression. Years of use, or a very sharp first use, load the device so it can appear without copy.
Verdict
The mark is already loaded, or we will spend to load it
Why it works
The mark is drawn with the vocabulary of De Stijl - horizontal and vertical elements, one primary red, no diagonal or curve that is not forced by a letter - so the identity states the store's taste rather than describing it. Breaking the letters into disconnected strokes and then bridging the gaps with rules makes the name behave as a composition that can be stretched or compressed to fill a given width, which is why the two lines can be made to align into a rectangle. Placing it low and small on a cheap brown bag is the strongest decision on the object: the surrounding emptiness and the humble stock make the small red rectangle read as confidence. The bag also does the cheapest possible advertising - the customer carries the mark through two cities for free.
Steal this when
Your brand's claim is taste or restraint and you are putting the mark on a low-cost, high-circulation carrier - a bag, a mailer, a tape, a box. Print small, place it off-centre in a large empty field, keep one accent colour, and let the cheap material do the contrast.