Packaging for 826 Valencia Pirate Supply Store, a nonprofit tutoring center for youth. DESIGN FIRM: Office: Jason Schulte Design, San Francisco; DESIGNERS: Jason Schulte, Rob Alexander, Will Ecke, Gaelyn Mangrum, Jeff Bucholtz; PHOTOGRAPHER: Vanessa Chu; WRITERS: Dave Eggers, Lisa Pemrick, Jon Adams, Anna Ura, Dan Weiss, Jennifer Traig; CREATIVE DIRECTORS: Jason Schulte, Jill Robertson.
The pirate store is a wildly imaginative, inspiring, interactive experience. We tried to create an authentic, visually cohesive story around the idea of an 18th century pirate walking into a 21st century store to pick up a few things. People really aren’t buying what’s inside the bottle—they’re buying the idea. For example, Eau de Mer cologne is water we collected from the San Francisco Bay. But it’s packaged with beautiful metallic gold patterned paper in a black wooden box, with a pirate “love poem” inscripted on the bottle.
Copy on a few of the products:
Captain Blackbeard’s Beard Extensions Patchy spots got ya down? Fear not, Capt. Blackbeard grows ’em where you can’t. So silky the ladies will swoon. So coarse your crew will covet. Recent studies have found that CBBEs are indistinguishable by 9 out of 10 naked eyes, and able to weather the most savage of gales, tidal waves, and tugs of fraternal greetings. Warning: CBBE may cause an overwhelming sense of adequacy.
Captain Blackbeard’s Beard Dye Color: Black Beards can get bleached by the sun. Beards can turn white from fear. In either case, Blackbeard’s Beard Dye imparts a midnight hue to your whiskers, leaving them shiny, conditioned and bristling with health. Next time you take it on the chin, be sure it’s covered with a beard you can be proud of … a Blackbeard beard. Also suitable for mustaches and mole hair. Made for the trade; available to all.
Quick Acting Scurvy BeGone Dosage: a tablet a day, maybe more Each capsule contains the power of one entire lime or lemon or small lemon Fairly probable side effects: hirsutism; supernumerary organs; chimerism; sudden onset of fake English accent; boils
What was the process like?
The brief was something around the lines of, “We’d love any ideas to help refresh the pirate store.”
826 Valencia founder Dave Eggers was involved in the process, particularly writing and editing copy.