'Looking is Free' is an ongoing personal project that explores hand drawn typography across India. The 3D treatment has the intention of standing out and to be eye catching, but when placed within the frantic streets of India it would often go unnoticed.
My aim for the project was to isolate the type from the busy streets and highlight the beauty and craft. The defects and unparalleled lines are intentional to reflect imperfection of human touch within Indian sign writing. Swiss influenced typography shapes help show the juxtaposition between the two cultures.
The name of the font is derived from the Indian shop owners who would advertise their business to tourists. India is known globally for its energy and busyness, and therefore each weight is named after the intensity of the different cities, Varanassi = Bold, Palolem = Light.
Please feel free to contact me for a copy of the font.
Varnassi - Bold
Jodhpur - Semi Bold
Mysore – Regular
Palolem - Light
Examples and inspiration.
Pocket Scotch CampaignCampaign / Art Direction
Haig Club X SelfridgesPackaging
Foundry Film StudiosBrand Identity
Velocita IIICampaign / Art Direction
Red TractorCampaign / Art Direction
Oak TyresBrand Identity
Looking Is FreeTypography
Happy BeefBrand Identity
This is the PlaceCharity Submission
Medusae IICampaign / Art Direction
Detail CreativeBrand Identity
Haig Club OccasionsCampaign / Art Direction
A White ChristmasMailer