We were tasked with creating a series of lettering compositions that embodied the feelings and the flavors of So Delicious’ limited edition, specialty flavors: blueberry cardamom, bananas foster, cold brew coffee, toasted coconut key lime, and peachy maple pecan (the latter was executed by Jenna Blazevich of Vichcraft). Harnessing the imperfections and nuances of hand-drawn typography, this approach helped bridge the gap between So Delicious’ target demographic, the artisan foodie, and these new products.

Creating four of the five flavor lettering lockups, as well as numerous supporting illustrative typographic assets for marketing and advertising, our process began with an analog approach and then moved to digital.

Each flavor received it’s own, unique typographic treatment. These treatments were explored and considered through a reflection on what the individual flavors were comprised of, what words would be used to describe the foods or tastes (sweet, smooth, creamy, etc.) and we infused these adjectives into each lettering concept.

There was an incredible response after the release of the five new flavors, and to further build the energy and story behind the artistry of these new products, we created a timelapse/stop motion for a social media announcement as well as a docu-style video that told a bit of the story and process behind the lettering.

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