Custom Font Family for Lush
Chalkboard to screen: making handwriting scale
Dalton Maag worked with Lush's creative team through a series of workshops to translate the brand's handwritten chalkboard style into a digital font suite suitable for all media. The project centred on preserving the organic, hand-drawn character of Lush's existing aesthetic.
Set in Lush Handwritten
Insights
- The brief required the digital font to retain visual qualities specific to physical chalkboard lettering — an inherently lossy translation.
- A workshop-based collaboration with the client's creative team was central to the development process, not a typical brief-and-deliver model.
- The output was described as a font suite rather than a single typeface, though the source gives no detail on the number of styles or weights.
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