The type follows suit: Ole Schäfer’s FF Zine Serif Display is employed in the wordmark, grafted at the serifs to form bespoke ligatures. Playing counterpart to this masculine, square-jawed logo is our whimsical friend FF Mister K from Julia Sysmäläinen. Of a less European pedigree, Hoefler & Frere Jones’ Sentinel appears in print splash images, with New Century Schoolbook as the webfont stand-in. Futura plays the neutral (yet still European) tone on headlines in the site. And, as these two founders have their fingers on the pulse of the Hypebeast, the recently fashionable Orator is used for splash metainfo. (The Futura used as a webfont is a questionable digitization called Function. It does not hold up to the task nor does it fit with the otherwise impeccable attention to detail.)Pinterest’s letterpress feel (albeit ubiquitous) serendipitously aligns with the debossment of Hard Graft’s products and packaging. The company has done an excellent job harnessing this social media to promote their brand and aesthetic, whether its press coverage, behind the scenes, or customer pics.
Hard Graft could be criticized for using too many typefaces (or praised for their typographic eclecticism?), but much like their product line, the texture of the typography gives a richness that grey and brown can’t shoulder on their own. Personally, I would axe either Orator or Futura, and would be quick to upgrade Schoolbook to Sentinel once H&FJ webfonts are available.