(CUT : 08/10)

TYPE & TASTE (08/10)

Duration

5 weeks

Select

2023

Production

TYPE COMPOSITION (TYPEFACE PROMOTION)

Work Overview:

Neue Haas Unica（TYPE & TASTE） redefines typography as a tool for communication and connection. By showcasing its strengths through grid systems and hierarchy, and combining it with exclusive coffee packaging for a design conference, the project seamlessly integrates the typeface into the daily lives of design professionals, leaving a lasting impact.

Research Process

Core Dimensions:

01 Typography in Communication

Highlighted Neue Haas Unica’s ability to organize and elevate content through structure and clarity.

02 Grid & Hierarchy

Showcased the typeface’s versatility by using grid systems and visual hierarchy to enhance meaning.

03 Experiential Branding

Collaborated with Blue Bottle Coffee to create exclusive packaging that integrates the typeface into designers’ daily rituals.

04 Creative Community Engagemen

Blended type specimen design with practical applications, crafting a memorable promotion for design professionals.

Objectives:

While traditional type specimens like manuals and posters showcase typefaces effectively, I wanted to explore a more innovative, personal way to connect with designers. Collaborating with Blue Bottle Coffee, I combined promotion of Neue Haas Unica with exclusive coffee packaging. Introduced as a thoughtful gift at a design conference, this approach integrates the typeface into designers’ daily rituals, creating a memorable experience tailored to the creative community.

This project promotes the Neue Haas Unica typeface. The goal is to introduce it to design professionals, highlighting not just its aesthetic qualities but its ability to organize, structure, and elevate content. Typography is more than form—it shapes how we communicate and perceive meaning.