Studio Brief 02 - Type Rationale

Plump typeface rationale

Plump was designed with fun at heart. It’s a rounded, chunky serif typeface with inflated curves that give it a cheeky, lively character. Small, circular counters and thick strokes come together to make a marshmallow style, rotund display type whilst it’s fleshy serifs add a wonderful softness to each glyph. Each glyph has it’s own personality and individually, which is what helps make up this typeface’s lighthearted nature. The unexpected shapes and forms are surprising yet amusing, making this a typeface that can be used in a variety of contexts, from delectable confectionery packaging to big and bold signage. The character of the font carries subtle childlike qualities that create a warm and approachable feel, whilst the structured system helps keep the letters grounded and functional. An all round cheerful and pleasurable font with an amusing undertone - soothing, relaxed and well-rounded.