Being a British brand, typography has always been at the heart of Fortnum's design system...quirks...build a robust set of design principles to draw from.
The aim...was to maintain the brand's 'eccentric English personality'...while crafting something that was 'readable, inclusive and accessible to all'.
Designed to 'evoke a sense of heritage', all letterforms were cut and kerned to have a 'timeless quality' that nods to craft.
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