So Good had undergone a full flavoured, all-round character refresh based on the idea of ‘The Joy of the Moment’ to create a tasty and textural identity, with a playful attitude. Key to the identity was ‘So Type’ – a bespoke typeface, grown organically and specifically for the brand. We wanted readers to meet and get to know So Type’s unique characters, in the context of So Good’s, glass-half-full, take on life. The opportunity here, was to not only showcase a typeface, but to show the power of typographic personality to create category stand out, in tune with its natural origins.

‘The So Type specimen booklet is in many ways a typographic cookbook, full of recipes for great typographic treatments, while highlighting the essential ingredients. The book aims to do more than be a type spec book, showing why the origins of this typeface creation are inextricably linked to So Good’s plant-based proposition. It’s a book that shows how type can express brand character through its type characters, a fiefdom of fun flavours and textures for So Good’s joyful moments.