In 1960 Letraset announced its instant lettering dry transfer product. This was the first ever sheet of "Dry Transfer" - the product with which Letraset has become synonymous. Dry transfer represented a true revolution in graphic design lettering could be done quickly and easily by anyone and demand was enormous. What could so easily have become a "gimmick" became an essential design tool.
As the 90's approached, the digital age was starting to take shape and less designers
were using dry transfer causing sales to drop
because the computer was a more faster way
to produce results. Design studios began to throw boxes of dry transfer away and Letraset became the lost art of typography.
BEGSONLAND explores the world of Letraset in the form of a typographical dream and gives back to the handmade dimension approach to visual communication. Designers and architects in the past have used this material in extremely strict parameters. BEGSONLAND breaks that mold where our eyes are free to explore and our minds enter the state of imagination.