Caring Type

For Rob Clarke

We designed a bespoke typeface for Pets at Home, a pets store which carries everything necessary for animal care. We were particularly fond of working with them as we knew they also run several refuges for abandoned cats and dogs where people can adopt an animal, and they also give some of their profit to other refuges and charities working to help non-human animals.

The typeface was designed to convey the spirit of the brand and to cover the client’s needs working both on store and online. The result is PaH Oscar, a lively display typeface which has a strong personality, Oscar is friendly and reliable.

We started by sketching out a few letters forming a recurring sentence of different proposals, taking the briefing as far as possible so the client could have an idea of how this proposals could look like on their environment.

In this option we analised the current typeface in use in order to improve it with the new design.
This proposal has has a handwritten flair with brush-like terminals.
Here we proposed the structure of an italic but without the slant.

We developed the rest of the character set according to the needs, for instance we detected that they were scaling manualy the figures and currency in order to set the price boxes, resulting  on lighter looking figures and currency. In order to sort this out we proposed a stylistic set of numerals and currency for setting price boxes, this way they don’t have to be scaled manually. In the stylistic set the figures and currency are smaller but keep the weight of the rest of the set, this way they can be used at exactly the same weight but reduced in size with the exact relationship the client was already using in their graphic material (75% shorter).

The alternate figures and currency keep the same weight as the default set.