90 | Graphic Design Theory
Karl GerStner Packaging for
Teddymat, a laundry detergent brand
marketed by Coop, a large union of
Swiss retail chains, 1964. Here the
formal motif of waves and foam link
the products, turning each package
into a flexible modular unit within a
larger design system. Gerstner created
this packaging while a partner in the
ad agency Gerstner and Kutter. The
same year, he wrote the cult classic
Designing Programmes.Theory aT Work
International Style