Cheetos has launched a unique font called 'Other Hand', which diverges from typical branding strategies seen in companies like T.J. Maxx. Instead of using a stylized version of its classic logo, Cheetos' font resembles scribbles made by designers with orange dust on their fingers, generating a playful and whimsical brand experience. This unconventional design, which was released for National Handwriting Day, reflects that Cheetos embraces a less serious approach to branding, appealing to consumers' sense of humor and allowing them to engage in the fun of brand identity in unexpected ways.
Rather than playing to its brand assets with a cartoonish font based on the Cheetos logo, Other Hand font is an irregular, scribbled font that plays to the brand experience.
Cheetos shows there's fun to be had by not taking graphic design so seriously-and there's an audience that's in on the joke.
The approach to Other Hand font isn't one that would work for most other brands, but for a snack food with a cartoon cheetah as its mascot, the playfulness fits.
It's a stunt font so bad that it just might be good.
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