With great courage and tenacity, the Impossible company was able to stop the last Polaroid film factory from being dismantled. Now the firm is manufacturing instant film again, with a new formula.
Heine/Lenz/Zizka developed Impossible’s corporate design as well as its name and product packaging, all the way to point of sale materials, communications, and trade show presence.
DDC Gute Gestaltung, award recipient / European Design Award, Bronze / iF communication design award
Our approach hewed to a fundamental principle: to design as little as possible. The contradiction already present in the name Impossible was visualized typographically with a backward “P” – it emphasizes the opposite, “possible.” Inverted representations are also typical of photography.
The softcover picture book We Are Impossible offers a look inside the company and the world of instant photo enthusiasts.
Re-designing the packaging for Impossible’s range of films, we created a clear nomenclature and information hierarchy, that makes it easy for the customer to find their film-type. The area around the black ‚info label’ references the instant photo’s frame, both in color and texture, with a subtle gloss diamond pattern. The package also allows flexibility with special editions: with the black ‚info label’ staying constant, the rest of the package can change in color or include a collaborator’s branding, making it both timeless and open to variation.
When Impossible envisioned its first own camera, it was to be a true analog/digital hybrid, honest to the world it’s created for, and the habits of their customers.
HLZ accompanied the entire process: from product idea to product design by Achim Heine to the official launch of the Instant Lab. Our expertise was commissioned for designing film and product packaging, user manual and app.
In a broad-based request for information, the company asked its customers: “How do you use Impossible’s equipment? What do you do with your Impossible photos?” Heine/Lenz/Zizka brought the 101 most creative ideas together in the book 101 Ways.
The trade show booth at Photokina 2012 placed the development of the Impossible camera in the center stage, but it also left room to present the company’s new color film and an exhibition of artworks produced with Impossible’s new 8 x 10 large-format film.