FONTSMITH: FS BRABO

Fact meets fiction in an eloquent typeface launch

Meet FS Brabo, a contemporary reinterpretation of the early serifed typefaces, known as Garaldes, that originated in 16th century European publishing.

Designed by font foundry Fontsmith, FS Brabo needed an engaging launch campaign that celebrated the typeface’s heritage while demonstrating its uses for a modern design audience – the challenge was how to do all of this on a limited budget.

Services
Launch campaign
Printed collateral
Social media content

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Collaborators
Copywriting—Michael Evamy

The Eloquent Type
Beginning with the typeface’s literary lineage, we created a persona—The Eloquent Type—and the core idea that FS Brabo has a way with words. This led to a printed specimen at the heart of the launch campaign that celebrated words in all their glory.

Taking its cue from the font’s letterpress leanings, the specimen takes the form of a booklet which unfolds into a large newspaper format. Not only did this create an instantly impactful and interactive piece, but the simple approach meant that it was produced from just a single sheet of paper.

The piece also follows FS Brabo’s lead, taking its inspiration from the bookish history of Antwerp: the format being based on a historic Belgium paper size.

From fact to fiction
The playful centrepiece of the specimen is a wonderful re-telling of story of Brabo, the mythical hero of the city of Antwerp, and the font’s namesake, beautifully written by Michael Evamy in various styles and formats, from a fairytale opening, to a manuscript for a play, to an editorial piece.

This range of writing styles is captured in the design, using the different structures to showcase different aspects of the font – the perfect way to show a typeface intended primarily for publishing.

Expansion and growth
Sent out in a bespoke envelope, the specimen and launch campaign was a hit in the design press and social media.

As a finishing touch and a nod to FS Brabo’s printing pedigree, we designed and printed a limited edition letterpress print, which was sent out as a special gift to clients.