The Brand Identity’s article by Poppy Thaxter highlights five standout sans serif typefaces—Neue Montreal, ABC Favorit, Aeonik, Roobert, and GT America—showcasing how they’ve been used across various branding projects. The piece references multiple studios and designers who have applied these fonts in identities spanning fitness, real estate, fashion, and technology sectors. It celebrates the versatility and enduring appeal of sans serif typography in modern brand design.
The Phoney ClubANTIDarling Visual CommunicationAjenForskningsrådetbranding
The Phoney Club crafted a serene and sustainable brand identity for Ajen, a Dutch personal care brand emphasizing reuse and local nature. The design combines minimalism, heritage-inspired typography, and moody photography to evoke a quiet, grounded beauty. The project includes packaging, motion, and web development collaborations that reinforce Ajen’s sustainable ethos.
The Brand Identity interviews Melbourne-based studio MEK (formerly Vertigo) founders Mirella Arapian and Nicolas Collerson about their design philosophy, projects, and approach to modernist brand identity. They discuss work for clients such as Imajen, Smith & Thomas, and Sea Shepherd Australia, emphasizing collaboration, clarity, and purpose-driven design. The conversation also touches on Melbourne’s creative culture and the studio’s future ambitions.
