zero playeat is a personalized F&B (food and beverages) brand that suggests a unique, new zero eating lifestyle for modern users. It was created as a student project in the Visual Communication Design department of Hongik University, Seoul, supervised by Professor Jeongmin Seo.

zero playeat offers a unique experience where users can enjoy consuming zero food and beverages, free from calories, stress, and concerns, tailored to your preferences and needs.
To help people rediscover the joy of eating, escaping from the stress of calorie counting,
zero playeat analyzes your current health status, goals, eating habits, and preferences to recommend our own unique zero recipes and customized meal kits made with healthy alternative ingredients.

You can also get the full experience of our brand at our exclusive flagship store, SPACE ZERO. We are not simply counting bumbers of your calorie intake. Take some time to focus on yourself, enjoy eating with zero playeat.

Bunya is used for the logo and the English-language text. It’s paired with Pretendard for Korean text.

Homepage

RezeptExperte (“recipe expert”) is a food blog dedicated to people with high triglyceride or cholesterol values. The typeface chosen for all text is Vercetti. The logo uses Alike.

Detail from a recipe for a wholegrain apple cake

ITC Serif Gothic is the typeface used in the original visual identity of Crystal Light. The American brand of powdered and sugar free (i.e., artificially sweetened) beverage mixes was introduced in 1982 to a test market and released to the public in April 1984.

The logo uses the Heavy weight with several of its alternate glyphs: spurred r, descending s, tailless t, and double-story a. (The digital version has these forms for r and s, but lacks the original default glyphs as well as any alternates.)

The sans with the tiny serifs also appeared in other weights, and alongside varying other typefaces, in the packaging designs. The advertising campaigns including TV commercials and print ads featured Linda Evans, Priscilla Presley, and Raquel Welch. According to Logopedia’s timeline, the wordmark in ITC Serif Gothic was phased out around 1997.

The quality seal uses Palatino.

Poster for the Crystal Light Body Workout with Linda Evans, accompanying a cassette tape from 1984

Window decal

T-shirt from the 1980s

Crystal Light jug holder

Glasses with the Crystal Light logo in a 1990 advert

Print ad by American Image Corp. from 1973, featuring Electus for the headline.

Lose up to 5 pounds overnight!

Learn the secret of T.V.’s fantastic No-Pill, No-Exercise, ONE-DAY reducing formula! Eat your fill! Go to sleep! Wake up! – and you have lost up to 5 Pounds. Amazing? Sure! But guaranteed to work or YOUR MONEY BACK! Send only $1.00 (Sorry, No C.O.D.’s)

Electus is Photo-Lettering’s commercial adaptation of the custom Electric Circus by Chermayeff & Geismar.

Through an integrated and holistic approach, Sunday Wellness addresses chronic health issues through lifestyle and diet choices. Focusing on the root cause, Sunday aims to establish routines and practices that promote long-term health, healing, and wellness.

The logotype was built from VC Henrietta Condensed, a chunky serif typeface that takes inspiration from the legendary Cooper Black. VC Henrietta is also used as the display typeface, supported by Mori.

Read and see more in the case study.

Counting down to the apocalypse with Darden Studio fonts: Omnes in use for the BASH Health app as seen in Don’t Look Up.

After astronomer Kate Dibiasky (Jennifer Lawrence) discovers that a giant comet is on collision course with planet Earth, she repurposes a diet app on her phone to keep track of the calculated time of impact. The interface of that app is rendered in Omnes. The app is by BASH, a tech company that is intended as a mashup of Apple, Google, Facebook, Tesla & Co. (although their logo rather resembles Adobe’s).

Fat Destroyer Foods. The Magic Metabolizer Diet is a book written by diet expert Sidney Petrie in association with B. Stone. The hardback edition was issued by the Parker Publishing Company in 1974. The typeface used for “Fat Destroyer Foods” on the jacket is Buxom, which appears to be a copy of Milton Glaser’s Baby Fat Black. Other text is set in Helvetica.

Jubilat and Futura PT are the primary brand typefaces of Lindora.

Lindora Clinic is a clinical weight management and wellness provider, delivering nutrition, exercise and stress relief counseling. Darden Studio’s trustworthy slab serif Jubilat is used as their display typeface in ads, signs, and products. It also serves for headings on the website, where it is paired with ParaType’s classic sans serif Futura PT for all smaller text. The Lindora Clinic wordmark is based on Raleway.

Website detail.

Website detail.

Blog index.

Table with package overview.

Website detail.

“1 in 3 American adults has prediabetes” ad for Lindora Clinic’s Lean for Life program, using several styles from the Jubilat family, including its italics.

Lean for Life wall display with keywords in Jubilat Medium.

Daily Action Planner with the title set in Jubilat Bold.

I once saw a comment here on Fonts In Use that Ed Benguiat left about the origins of ITC Bauhaus. He mentioned that the typeface resulted from a design he did for Metrecal:

It was all done under the strict supervision of Helmut Krone, Art director at Doyle, Dane, Bernbach, NYC. We based it on Herbert Bayer’s original design. This was all done (BC) before computers. All the copy for the Metrical advertising was set photo composition in Bauhaus at Photo-Lettering, Incorporated. After the Metrical product was discontinued. I was asked by Aaron Burns to create a complete family of ITC Bauhaus. I made many additional drawings and I was working on so many projects that the assignment was given to Victor Caruso to complete.

I’m pretty sure this is where Bauhaus Geometric came from – a precursor to ITC Bauhaus, offered by Photo-Lettering alongside Bauhaus Alpha and Bauhaus Prisma. I feel like the design owes a lot to David L. Burke’s Burko (and of course to Herbert Bayer’s Universal). A book about Helmut Krone by Clive Challis dedicated a page to Metrecal and Benguiat’s involvement.

“Conceived by infant formula manufacturer Mead Johnson as a powder, Metrecal soon evolved into a canned shake. Each serving contained about 225 calories worth of chocolate, vanilla, or butterscotch sludge, fortified with vitamins, minerals, and protein. The latter is what distinguished Metrecal as a meal-in-a-can — and how the company got away with taglines like “Stop eating.” You were guaranteed to lose at least 3½ pounds a week.” — Stephanie Buck, Timeline