As part of their 2012 branding revamp two custom fonts were created specifically for fresh food product labels and packaging at Morrisons’ in store bakeries, delicatessens, fishmongers and butchers.

Renowned calligrapher & lettering artist Rachel Yallop was commissioned by CPB and her distinctively rustic brushwork was digitised from flat artwork into fully functioning typefaces by Typespec.

Two styles were developed, a rougher bold variant with deliberately imperfect outlines and a more elegant second typeface much lighter in appearance with a larger x height and more open counters.

Legibility at small small sizes was enhanced and the fonts were extended to include extra ligatures and full Latin 1 character sets.