BRIEF
The goal of this project is to select an existing typeface that needs improvement for a specific brand. The objective is then to create a custom, bespoke typeface that enhances the brand’s identity, readability, and overall impact. This new typeface should better represent the brand’s tone, values, and target audience while ensuring versatility across various media and sizes.

BRAND STORY
Abbott Sans is a rounded sans-serif typeface designed specifically for Abbott Farms, a family-owned business that has been a cornerstone of the Upstate South Carolina community since 1955. With three fresh produce markets serving the area, Abbott Farms has become a beloved local brand.

During my drives home from university, I would often pass by the roadside billboards and markets of Abbott Farms. Curious about their visual identity, I began researching the typography used in their branding. What I discovered was a lack of consistency. Their billboards featured the Hobo typeface, an Art Nouveau-inspired sans-serif, while their website showcased a mix of bold serif and sans-serif fonts, often paired with other eye-catching typefaces.

Determined to create unity across their brand, I set out to design a bespoke typeface that would not only streamline their visual identity but also reflect the core values of Abbott Farms. Rooted in three generations of family tradition, the farm values simplicity, authenticity, and approachability for all. With a diverse clientele spanning various ages, legibility was a key consideration. The goal was to create a typeface that could be used consistently across all aspects of the brand, from billboards and product labels to jam jars and peach crates—ensuring a strong, recognizable presence wherever Abbott Farms is seen.