“Atlas of Attraction” is a series of gift kits created by Aēsop in collaboration with Dutch fashion designer Iris van Herpen. The typeface chosen for this product line is Cardinal.

The elegant serif is used for the names – A Curious Connection, Contours of Discovery, The Familiar Horizon, Orbit of Intention – with the last of the three words shown at a larger size. The English and French description lines are set in two weights from Cardinal Classic Mid. Cardinal is paired with Aēsop’s standard typefaces, Optima and Neue Helvetica.

The packaging of Food Groove Mission’s healthy snacks features a range of fonts. Jubilat takes the leading role: Its Semibold is the trustworthy voice chosen for the product line’s name (“Superfood Bites”, in all lowercase). The slab serif with the large x-height and the efficient spacing is also used for providing the flavor information (e.g. “A Pure Spark of Dark Chocolate”).

Jubilat is combined with an expanded Egyptian (Colt, for the flavor names), a condensed sans (Trade Gothic), and a script (Nickainley) for an eclectic Americana-themed mix. The typography is framed by various sunburst patterns and landscape-inspired line work that, according to Murmur Creative, “evokes natural ingredients and a sense of adventure”.

On the website, Jubilat’s Bold weight serves in powerful headings and subheadings. Here it’s paired with Poppins (for text) and Vinyl (for navigational items).

Wild Grace is a skincare products line inspired by Ayurveda – a general wellness medicine system with roots in the Indian subcontinent, that focuses on the mind, body and spirit balance.

The visual identity finds its roots in ancient and mystical practices – a balanced typographic play on sophisticated imperfection, modern and gestural properties, unusual and organic rhythm, and an old world personality. The minimal approach to the packaging line reflects the founders’ vision – to develop a refined, almost exclusive eco-luxe product that merges method, tradition and precision with humanity and ritual.

The typeface choices revolved around this vision. Mabry, the modern grotesque with gestural properties illustrates method and precision, Schnyder’s organic features, almost lettering-like, illustrate humanity, and Nicolas Cochin brings in the old world ritual ingredient.

Client: Wild Grace
Visual identity: AWP
Photo direction: Mariane Vaillancourt
Illustration: Mireille St-Pierre

At Anecdote, we’re making fragrance a conversation piece. Inspired by personal recollections and cultural trends, each candle is an everyday luxury designed to remind us of stories worth sharing. — Anecdote candles

Anecdote Candles are hand-poured in California using all-natural ingredients with no additives, dyes, or preservatives. The brand’s mission is to create meaning conversations around fragrances that remind people of very specific memories. They approached Nice People with an existing brand, but a need to elevate the design and add personality. Each fragrance already came with a playful anecdote or sentimental story listed on their site.

Nice People's solution was to bring these website descriptions onto the labels to give them the personality they needed. The hierarchy of these lines, set in Daubenton (Velvetyne Type Foundry), now gives weight to the name of the brand. With subtle warm tones, nuanced type, and an organized design, everything fell into place. The labels are letterpressed to add a tactile nature to the product that's best experienced in-person. It's too bad these fragrances can't be shared digitally because their corresponding anecdotes are spot on. The brand logo is based on Droulers (Bureau Brut), and all smaller text on the website uses Crimson Text (Sebastian Kosch).

Having first created the Sandows identity in 2015, we have worked closely with the brand – helping to grow the operation from small disruptive startup, to being the leading British Cold Brew brand. This ongoing relationship has meant a real consistency throughout all products and touch points, whilst making sure the output is kept fresh and exciting.

Outsider do things differently. Sourcing rare botanicals from producers across the world; fermented, distilled or pressed into non-alcoholic beverages for discerning drinkers. Highlighting the importance of discovery and the sourcing of premium botanicals, whilst creating impact and shaking up the market became our brief.