Untitled Case

From licensed retail script to ownable brand typeface

TypeTogether designed Ella Tonies Script, a bespoke headline script, for Tonies SE and UK agency Collaborate, replacing an adapted retail version of Bello Script Pro that suffered legibility problems, licensing constraints, and scaling restrictions. The brief called for a playful yet refined tone suited to a children's audio brand. The typeface targets a wide deployment range including print, POS, LCD screens, motion graphics, and newspaper reproduction. It pairs with Museo at a matched x-height and is currently used in single-word formats.

Set in Ella Tonies Script, Bello Script Pro, Museo

Insights

The predecessor was a customised Bello Script Pro; glyph legibility failures on b, p, and y, plus licensing and scaling limitations, drove the commission of a fully proprietary replacement.
Ella Tonies Script x-height was deliberately matched to Museo so both faces can coexist in single-word formats.
Swashes and expressive capitals are reserved for large display use; unclear ligatures were deliberately avoided to protect legibility.
Specific glyphs — t, h, d, and r — required targeted redesign iterations conducted over several months with letterer Petra Dočekalová.