Published in Idealog #35, page 22
QR codes – those little black and white fuzzy boxes now seen on everything from shower gel to books – have so far been a blight on carefully designed packaging and products. But the ugly little box is no more, as far as Kiwi company SET QR is concerned. From its tiny Wellington office and a flat in downtown Tokyo, the company takes standard QR codes and inflects them with individual, branded personalities. It’s something of a design revolution.