A number needs its unit.
12 GA, 7.62 × 51 mm and 120 mm describe different conventions. Preserve the complete designation.
ORD / 026 — Brand & product communicationIdentity / Packaging / Information design
ORDEN
Ammunition & ordnance / Design dossierFrom the object out.
01 / Design begins with the contents
Know what
you’re holding.
Before it moves.
A box changes hands more often than it changes shape. Someone packs it. Someone receives it. Someone has to find the right information on a crowded shelf.
For ORDEN, the design starts with that chain of readers. The product designation leads. The quantity has its own space. A picture gives context. The reference stays with the object.
The identity connects those decisions across four very different forms: a shotshell, a rifle cartridge, a hand grenade and a large-calibre tank round.
- The brief
- Brand identity
Product communication - The objects
- 12 GA / 7.62 × 51
M67 / 120 mm TP-T - The surfaces
- Carton / sleeve / case
Label / stencil / insert - The principle
- Contents first.
Brand in support.
02 / Start with four objects
A family resemblance.
Four different realities.
A cartridge is not just a scaled-down tank round. External form, physical size and the way information fits around it all change.
S12 GA
Sporting shotshell↘R7.62 × 51
Rifle cartridge↘GM67
Fragmentation grenade↘T120 mm
Tank practice round↘
Sporting shotshell↘R7.62 × 51
Rifle cartridge↘GM67
Fragmentation grenade↘T120 mm
Tank practice round↘
Draw the specific object.
The M67 has a smooth spherical body. A generic segmented grenade icon describes the wrong form.
Practice does not mean inert.
TP-T identifies target-practice ammunition. Its label must not quietly become an “inert” label.
S
Object 01 / 70 mm / Sporting shotshell
25cartridges12 GA
The packaging decisionThe small box.
The small box.
The complete message.
A sporting carton gives the designation the largest voice. The shotgun drawing introduces the product family; the written gauge and length carry the detail.
Repeat the gauge on the side face. Keep the count visible when the front is partly covered.
- Product designation
- 12 GA / 70 mm
- Illustrated context
- Over-under shotgun
- External form
- Crimped red hull / brass head
- Packaging study
- Folding carton / quantity panel
ORDEN
12 GA25cartridges
Artwork / S — 02.6The information
The information
travels with it.
- Full product designation
- Count with a written unit
- Specific product or platform profile
- Internal reference and lot field
- Barcode with a clear reading margin
The 70 mm designation is not the closed, crimped shell’s measured height.
R
Object 02 / mm / Rifle cartridge
20cartridges7.62 × 51
The packaging decisionA long cartridge.
A long cartridge.
A compact footprint.
The rifle pack is a low, divided carton. The full designation remains one unit of information, with the number of cartridges separated from the model and lot fields.
Give the end flap a second reading face. A rifle profile supports recognition without replacing the written designation.
- Product designation
- 7.62 × 51 mm
- Illustrated context
- FN SCAR-H / reference profile
- External form
- Complete cartridge / brass case
- Packaging study
- Low carton / divided inner tray
ORDEN
7.62 × 5120cartridges
Artwork / R — 02.6The information
The information
travels with it.
- Full product designation
- Count with a written unit
- Specific product or platform profile
- Internal reference and lot field
- Barcode with a clear reading margin
Platform drawings are visual references; the manufacturer’s markings and documentation determine compatibility.
The human dimensionIt should fit
It should fit
the hand.
And the task.
A large label in a browser can disguise a tiny box. The hand is a useful reference: the count, designation and opening face still need to be distinct at this scale.
Small carton / Close reading distance
One reader / One face at a time
One reader / One face at a time
G
Object 03 / Fragmentation / Individual unit
01unitM67
The packaging decisionA specific shape.
A specific shape.
A specific identity.
A grenade cannot be represented by a generic bullet graphic. The spherical M67 outline, model name and unit count form a separate reading group.
Keep the product’s own markings distinct from the packaging brand. Use a literal silhouette and retain the full model name.
- Product designation
- M67 / FRAGMENTATION
- Illustrated context
- M67 / exterior profile
- External form
- Spherical body / Ø 63.5 mm reference
- Packaging study
- Individual fibre carton / wrap label
ORDEN
M6701unit
Artwork / G — 02.6The information
The information
travels with it.
- Full product designation
- Count with a written unit
- Specific product or platform profile
- Internal reference and lot field
- Barcode with a clear reading margin
The 63.5 mm reference describes the body diameter, not the total height including external fittings.
T
Object 04 / M831A1 / Target practice–tracer
01round120 mm
The packaging decisionNearly a metre.
Nearly a metre.
A different design problem.
The large-calibre study starts with the entire round. Its long container needs identification on a broad side surface and a short end face. The information hierarchy stays consistent as the object changes.
Repeat the model and calibre at the end. Preserve the round’s identification markings; the orange brand accent belongs on the container.
- Product designation
- 120 mm / M831A1 TP-T
- Illustrated context
- M1 Abrams / M256 reference
- External form
- 981 mm overall / 22.9 kg reference
- Packaging study
- Long transit container / end identifier
ORDEN
120 mm01round
Artwork / T — 02.6The information
The information
travels with it.
- Full product designation
- Count with a written unit
- Specific product or platform profile
- Internal reference and lot field
- Barcode with a clear reading margin
Reference dimensions and mass: US Army portfolio, M831A1 TP-T, p.166. These describe the round, excluding its packaging.
External dimensions / Reading the reference
One scale.
A very different object.
Two published dimensions, drawn on the same scale. Complete cartridge length and grenade body diameter describe different measurements; neither specifies a package.
M831A1 / Complete cartridge length981 mm
M67 / Body diameter63.5 mm
Source dimensions / US Army public product references. View references ↗
03 / Exploration → correction → application
A design earns
its final form.
Three layout studies make the trade-off visible. Start with the code, then correct the hierarchy, then resolve the details around the physical panel.
ORDENS12 GA / 70 mm · 25 cartridges
The code takes too much.
The family is obvious, but the useful designation becomes a footnote.
ORDEN12GA70 mm / 25 cartridges
The contents lead.
The gauge and length move forward. The illustration adds immediate context.
ORDEN
12 GA25cartridges
Then make it repeatable.
Quantity, lot and barcode get their own zones. The same logic works on the end face.
Carton artwork / Panel studyThe fold is
across this fold ↗
The fold is
part of the layout.
Leave the barcode on a flat face. Repeat the short designation on the end. Keep the reading sequence clear when one panel disappears.
Nothing importantacross this fold ↗
ORDEN / 12 GA / 70 mm
S25 cartridges
ORDEN
12 GA25cartridges
12 GA70 mm
25 cartridges
25 cartridges
READ THE DESIGNATION / KEEP THE IDENTIFIER WITH THE PACK
Dashed line / Fold · Solid line / Panel boundaryMaterials / The surface is a decision
Paper. Paint.
A place for the ink.
Give each material a job. Let the structure carry the object, and the reading surface carry the information.
01BOARD
Uncoated carton
A warm, low-glare reading surface. Fold the board sample before placing type near an edge.
02LABEL
Bone label stock
A distinct information field against olive metal. Keep barcode margins within the paper boundary.
03PAINT
Matte olive finish
A quiet field around the label. Review ink and adhesive on a physical sample of the coated surface.
04SEAL
Signal paper strip
A small mark across the closure. Give opening and product information their own separate spaces.
The image-making bench
Surface. Artwork.
Light. Finish.
Inspect the layers behind a packaging image. The label artwork defines the reading order; the photograph contributes material, perspective and light.
ORDEN
7.62 × 51200cartridges
Artwork and photography are reviewed separately. Small printed text is checked in the flat artwork where it can be read precisely.
Working specimen / Try the system
One label.
Several readers.
Select a product. Compare the calibre, model, quantity and profile. Then remove the colour.
Internal artwork references / Code 128
ORDEN
SHOTGUN / SFAMILY 01
S
INTERNAL REFERENCE
12 GA / 70 mmREF. S—001
EDITION 2026
12 GA / 70 mmREF. S—001
EDITION 2026
EVERY MARK MATTERS.ORD / 026
S / Shotgun · Colour proofDesign specimen / 01
Information design / The quiet work
The small print
is the project.
A large family letter cannot tell you how many items are inside. A barcode cannot replace the human-readable reference. Every field has a different job.
One unbroken field. The unit stays attached to the number.
The count names what is counted. A unit pack and an outer case are different records.
A written reference stays readable when the machine-readable field is unavailable.
Code 128 encodes the same internal reference. Keep its margins clear of illustration and folds.
20Cartridges / Inner carton
× 10 →200Cartridges / Outer-case study
Specify the packaging level.
Never leave the reader to infer it.
05 / The product insert
The next page
should help someone.
Product communication belongs beside the product. The insert separates identification, general storage precautions and the point at which the reader should stop.
Read the product identificationStart with
Start with
the written designation.
Read the manufacturer’s label and documentation. An illustration or colour is a supporting cue, not a substitute for the exact product identification.
General safety communication draws on SAAMI’s sporting-ammunition guidance and the 3Rs of explosives safety. Product-specific operation belongs in the manufacturer’s approved manual.
06 / Where the information is read
A box does not
stay on a pedestal.
The artwork has to survive a change of context: a receiving bench, a shelf, a handover. These scenes bring the reader back into the picture.
Receiving
Keep the identifier on a broad, visible face.
On the shelf
Repeat the short designation on the end.
In the hand
Preserve a distinct opening edge and reading face.
07 / The identity, behind the information
A circle.
A deliberate
interruption.
The symbol is the constant across the changing product information. Its square becomes a small point of emphasis. The wordmark stays compact so the designation has room to lead.
O / Master symbol
1 : 1The interruption
Circular continuity + square punctuationWordmark / Compact, direct, grounded
ORDEN™
Communication type / Barlow CondensedAa Bb Cc
0123456789
0123456789
Information / IBM Plex MonoLOT / FAMILY / EDITION
Signal01 / #F04424
Stock02 / #E9E5DA
Ink03 / #20211E
Three colours.
One clear hierarchy.A proposed brand palette,
independent of regulated markings.
08 / The complete family
Together.
Only after each
part makes sense.
Small cartons, an individual unit pack, a larger case and a long transit container. The family shares a graphic language without pretending the objects share a size.
For the design teamVisual standards / 12 pages+
Appendix / Graphic standards
Consistency
is a practice.
The separate identity reference covers the symbol, typography, colour and graphic application. It supports the packaging team alongside the product insert.
EVERY
MARK
MATTERS.
Make the next
reading obvious.
Give every surface a clear entry point. Product designation first, quantity second, reference details third.
Use the same structure when the package changes shape.
01 / 06 — The principle
Graphic standards / Symbol, typography, colour and artwork application.
Make the right
thing clear.
For the person who makes it.
For the person who reads it next.
Every mark matters.