Obviously a lot of the design principles have been applied in this example, but I especially notice the strong use of alignment. I think the use of colour, while being very appropriate, is also quite captivating.
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Redlake / brand / identity / book / style guide /packaging / business card / stationery / red & brown / by Alexander Sapelkin [CL: Nice integration of pattern and mixing up scale with large type and color swatches]
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