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Studio Aves.

Belle J.

with Mother London

Typeface design

Working with the creative team at Mother London, the UK’s largest independent advertising agency, to create ‘Belle J’, a bespoke typeface for Melvita, a French organic beauty brand, for their celebratory 30th anniversary illustrated book, ‘The Bee Who Spoke’, website and marketing collateral. Initially working with an illustrator to determine the hand-lettered characters required, to which were then scanned and vectorised.

Sample of the original watercoloured lettering examples supplied
Countless test-sheets were generated and annotated throughout the process
Characters were grouped into classes according to their similarities

With Belle J’s cursive style, particular attention to the spacing was necessary to ensure the connection between letterforms flowed seamlessly. Resulting in a typeface with 1200+ characters, with the ability to support multiple European languages.

Sample character-set; including multiple lowercase alternates

With three variants per lowercase letter and the use of OpenType, the characters change randomly when typing, emphasising the inconsistencies of the original ‘hand-made’ forms.

The abilities of OpenType programming enable a typeface to perform in non-conventional ways; random letter patterns can be generated enhancing the 'hand-made' origins
Melvita UK promotional video
Belle J in use across Melvita's print material
Example of lowercase 'p' variants at play in the headline
Belle J was used throughout an illustrated book, 'The Bee Who Spoke'; Alasdair MacCuish, 2014; illustrations by Rebecca Gibbon