Schick Toikka was tasked with creating a distinctive typographic identity for Moda Operandi, an online luxury fashion retailer established in 2010. Instead of developing a conventional type family, Schick Toikka designed a unique matching pair of typefaces—Moda Serif and Moda Sans. These two typefaces embody different personalities while complementing each other, allowing them to convey a cohesive visual language. This approach not only enhances the brand's high-fashion identity but also showcases the diversity and uniqueness that Moda Operandi represents. With art direction by Lotta Nieminen and a team of talented photographers, the project successfully reflects the elegance and sophistication of the luxury fashion industry.