It’s not a completely original observation, but the person responsible at Avery (most likely a bored graphic designer whom I imagine is no longer subjecting him or herself to the corporate rigmarole) certainly deserves as much of a spotlight as they can get. 

Atrocious introductions aside, I’d ordered Avery 8293 1 1/2″-diameter round labels for a project. Upon puzzled glare at the always ridiculous mock-ups gracing their packaging, I exclaimed with glee at the name and address on the “sample” mailing label:

Tyler Durden
420 Paper Street
Wilmington, DE 19886

It’s safe to say that somewhere — possibly flanked by insanely massive bongs — the graphic designer responsible for such an obvious “Fight Club” reference is still, after four years, smiling satisfied with the knowledge that he or she made the only certifiably genius Avery labels package.

I’ve always held the belief that if you want to say something loud and/or proud, you start with a symbol representing the ideal you’re hoping to convey a steadfast regard for. Next, you stretch that symbol disproportionately. “Wider the better,” I always say.