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    How can 5-A-Day appear less lecturing and more engaging with the consumer through the design of an almost edible font.
I was interested in how 5-a-day could become less lecturing. I responded initially with a font based around this, which then grew to become a whole list of recipes established by the NHS.

I wanted the font to become light hearted but still maintain its authority, which is why i chose to base the font on Times. This stopped the font from becoming too jokey. I also considered how i could make each recipe seem interesting through the layout.