Custom Typefaces for E.Leclerc
Thermal-receipt aesthetics, reinterpreted without the clichés
Production Type designed a proprietary typeface system for French hypermarket chain E. Leclerc as part of its 2019 brand art direction. Built around a 'faux mono' concept referencing thermal-receipt and dot-matrix printing aesthetics, the system is interpreted loosely rather than literally. It spans multiple widths, weights, and slopes for deployment across POS displays, catalogues, dynamic ad generation, and TV advertising.
Insights
- The studio chose 'faux mono' letterforms evoking dot-matrix and thermal printing, but deliberately avoided literal reproduction to sidestep visual commonplaces.
- The typeface system was developed across numerous widths, weights, and slopes to serve retail touchpoints from print catalogues to broadcast advertising.
- The project was commissioned through agency BETC, with type direction by Jean-Baptiste Levée and design by Emmanuel Besse.
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