Philadelphia
Award: Shortlist
Shortlist / Type Design & Lettering / Single Typeface / 2024
As part of a new global friendship platform that entices people to indulge in Philadelphia, we developed a deliciously simple type-led brand system.
We created a headline ‘friendly’ font, identity system and art direction, showing that Philly is a ‘friend to food’.
Our font features expressive, friendly ‘flourishes’ that hug and embrace food.
The ‘flourishes’ also express the indulgent feeling of spreading creamy Philly, thus improving taste appeal.
