Inspired by the ornate, elegant handlettering of Tobias Hall, the typography for this brand was born out of many sketches and a need to stand out in the growing craft beverage market.
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A bold presence was needed, but a curvy, condensed serif provided a unique and handmade foundation for the brand’s lettering and wordmark.
After some lasercutting tests with the ‘4’ lettermark, I created a dieline for a custom four-pack in the style of a fort-like palisade. Also serving as a handle, the ‘4’ suggests the loose form of a flag in the wind.
Together, the package and typography create an elegant, yet free-flowing character for Fortitude.
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