Services

Fontsmith develops font solutions for many well-known brands. A unique and distinctive font is integral to a brand’s make up and becomes part of who you are. We design and develop fonts, logos and licencing solutions for customers from all over the world. Our services range from simple advice and support to full bespoke typeface creation. Our typefaces are unique and exclusive to us and our work encompasses everything from traditional to contemporary.

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Lurpak Sans

Lurpak Sans brings a generous helping of the right kind of warmth to the supermarket chiller cabinet.

Related services

  • Custom font design

Brief:

Fontsmith were asked to create a custom font family for the premium butter maker Lurpak. Having been in production for over 100 years the brand has a proud and passionate history in turning toast into a breakfast of champions. A unique font was needed to complement its tone of voice built around its core values, and reflect its premium attitude and personality.

Our task was to turn letters into distinct and aromatic butterly words, to evoke and create a fresh and sympathetic feel for the much-loved Danish brand, something gentle on the eye, but with an inner strength. A typeface with depth and subtle, nuanced details, built on a skeleton of strength and openness. Our brief was to define distinct letter shapes around Lurpak’s values of cleanliness, openness and understated confidence.

Execution:

Working with the Leeds based multi-disciplined studio Golden, we created a modern, low-contrast, easy reading font with clear open forms and a simplified range of well defined weights to deal with the extreme type sizes used throughout Lurpak’s brand world touch points.

Lurpak Sans has generously proportioned letters and distinctive, legible counters, all drawn from scratch. The type is hugely readable and designer friendly by way of it’s tall x-height and economic use of white space. The sharper, angled aspects of the design allied to a softer overall appeal in the curves bring confidence and sophistication, but also create an elegant nod to the obvious association and sense of cutting soft butter.

The typeface needed to perform well through different environments, from huge ad billboards to smaller pixel sizes. In order to achieve that flexibility, we devised a straightforward but refined system of three distinctive weights. The elegant appeal is maintained in the whole family, which can be used effectively on a broad range of media. The font styles are distinct and immediately recognisable as the Lurpak brand voice.

Result:

Lurpak Sans is a font design that achieves the difficult combination of being both approachable and sophisticated, bringing a generous helping of the right kind of warmth to the supermarket chiller cabinet. The typeface was developed in 2009 and it is testament to the font design that the brand continues to use it in all comms to this day.

During a second phase of development, we worked with Wieden and Kennedy to expand the typeface to Cyrillic and Greek scripts for Lurpak's wider European markets. Following the DNA set out by the Latin letters, we created the required characters for these Lurpak Greek and Lurpak Cyrillic scripts, maintaining the visual essence and sophistication of the family.

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