ABOUT

In order to become the number 1 brand in baby and toddler food, we needed to make Organix more relevant, distinctive, and emotionally engaging to all parents.

From the outset, we knew the typeface was going to play a key role in creating the joyful tone we wanted for the brand. Early creative development quickly revealed no existing font was right. So we decided to create our own.

Every headline needed individually crafting, with each letter of each word carefully scaled up or down and rotated to fit the next. It makes everything a little more labour intensive, but so much more joyful. We committed to this approach as sometimes to make something truly stand out, you have to choose effect over ease.