Sean Jones
Design Director
In their own words
Roobert is a clean and smooth geometric sans serif.
Breaking needed to be more than just the process of breaking down plastics. It needed to be more about breaking systems and old models in order to change the world.
Roobert is a clean and smooth geometric sans serif, which felt reminiscent of the moulded objects we associate with the world of plastics.
Articles & interviews
- Top 5 Sans Serif Typefaces for Brand Identity
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.
- Pixels, plastic, and positivity: Maven Creative paint a picture of the pioneering work of Breaking
The Brand Identity features Maven Creative’s brand identity for Breaking, a plastic degradation company born from Colossal Biosciences. The identity channels the energy of its breakthrough enzyme Microbe X-32™ through pixelated visuals, bold typography, and motion design. Collaborations with Buff Motion and 3D artist Vincent Schwenk helped bring the brand’s optimistic and disruptive spirit to life.