Bowler
In the very heart of Auckland, New Zealand’s biggest city, half way between Sky Tower and Victoria Park, sits Bowler, a contemporary eatery. As the name indicates, their specialty is breakfast and salad bowls, but they also offer coffee, cookies, and freshly prepared smoothies.
Fresh could also be the word to describe the visual communication of Bowler. Conceived by Studio 024, it’s based on a recognizable palette of earthy to radiant tones, a humorous selection of images, and a straightforward typography with cartouche-like obrounds around principle buzzwords.
Which brings us to the next fresh thing: the typeface Image Future, a fresh entry in Production Type’s still fresh Beta Program. Launched three months ago, the Beta Program offers more than 150 fonts, some of which have been in development for years but haven’t been officially released yet; others, like Image Future, very recent designs that the designers might not regard as quite completed. To access the Beta Program, (free) registration is required.
Image Future marks the entrance on the scene of type design of Guillaume Goron, a graduate of the prestigious École Estienne and ENSAAMA in Paris. His typeface family can be characterized as a geometric sans serif and spans a range of ten weights from Hairline to Black. Rather short ascenders and descenders allow for tight linespacing. The letterspacing is likewise very tight by default – a feature as much reminiscent of 1980s advertising as conveying freshness in today’s graphic design. Bowler exclusively uses the heaviest weight, Image Future Black.
