Working with Neigbour, a London-based design and art direction agency, to create a bespoke typeface for Puma’s SS14 Lifestyle Campaign. While the starting point in designing ‘Cappello’s Hand’ was the use of the campaign photographer’s, Kenneth Cappello’s, handwriting, a digital typeface always has its own characteristics. One of the main tasks was diluting the character set to fewer letters and the transformation of the photographer’s feisty letters with their strong form and size variations into a set that enabled a systematic typographic flow, albeit for display purposes only.
All basic glyphs of Cappello’s Hand have two additional alternates – which make written words look naturally written – keeping their imperfections, organic shapes, inconsistencies, textures, uneven spacing, infilled counters and varying baseline position. The OpenType feature code can determine the context in which the different alternates are inserted and place them in the right order.