Client: Rakuten

Custom Font Suite for Rakuten

Taming typographic sprawl across a global ecosystem

Rakuten's creative team was drawing from multiple typefaces across a large product ecosystem, creating brand inconsistency. Dalton Maag worked with CCO Kashiwa Sato to produce a unified custom font suite aimed at bringing coherence and adaptability to Rakuten's wide-ranging identity.

Insights

Inconsistent font use across the creative team was the stated driver for commissioning a custom suite.
The brief called for adaptability across Rakuten's broad product ecosystem, not consistency alone.
CCO Kashiwa Sato was a named collaborator in the project.