Define a brand with handmade type

Back in 2013, there was public outcry when the sort of coffee drinkers that pride themselves on being 'artisanal-inclined' suddenly tasted an extra bitterness to their lattes. They felt duped when it was revealed their friendly local cafe was, in fact, part of their perceived ‘enemy’, Tesco.

The supermarket giant had invested in a chain of coffee shops called Harris + Hoole, which have all the accoutrements of cosy little local shops; namely, black and white chalk boards detailing produce, and hand-drawn script fonts adorning the windows. Funnily enough, it was those same windows that consumers suddenly saw straight through: no longer could they assume that craft-led typography and whimsical chalk lines equalled independent. 

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

TOPICS
Emily Gosling

Emily Gosling is a freelance art and design journalist currently writing for titles including Creative Review, Eye on Design, Creative Boom and People of Print. She’s previously worked at Elephant magazine, It’s Nice That and Design Week, and was editor of Type Notes magazine. Her book Creative Minds Don’t Think Alike was published by Ilex Press in 2018, and she also plays bass as one-quarter of the eight-titted beast, Superstation Twatville.

Latest in Branding
Monotype quiz
What's your type? Take this font quiz to find your soulmate
Microsoft To Do
People have some Very Strong Opinions on the Microsoft To Do icons
Between the Lines
"It's not enough to be a good writer”: Zosia Swidlicka on the importance of brand language in copywriting
Clippers logos old vs new
New LA Clippers logo is an instant classic
Reddit rebrand
'Help us clean up... that was the assignment': How we made Reddit's new identity
Rockstar energy drink
"Lively, buzzy and spirited": Rockstar rebrand ditches traditional energy drink aesthetics
Latest in Features
Lenovo Legion Go
I talked to Lenovo's monitor boss about the future of screen tech, and it's big news for creatives
iPhone 12 box
The beigeification of design: Why are brands so afraid of colour?
Fatal Fury City of the Wolves art; a mix of anime style characters on a red background
How Fatal Fury: City of the Wolves reimagines its anime pixel art fighters for a new era
Puma
"There is a fundamental shift happening in society": Puma's bold new campaign flips the script on sports advertising
Wax Heads; a digital illustration depicts a young woman holding a record, surrounded by a variety of displayed items in a store
How Wax Heads hand-drawn 'cosy-punk' aesthetic was made using Godot
Tesla logo
The history of the Tesla logo: from car badge to global tech brand