Define a brand with handmade type

Back in 2013, there was public outcry when the sort of coffee drinkers that pride themselves on being 'artisanal-inclined' suddenly tasted an extra bitterness to their lattes. They felt duped when it was revealed their friendly local cafe was, in fact, part of their perceived ‘enemy’, Tesco.

The supermarket giant had invested in a chain of coffee shops called Harris + Hoole, which have all the accoutrements of cosy little local shops; namely, black and white chalk boards detailing produce, and hand-drawn script fonts adorning the windows. Funnily enough, it was those same windows that consumers suddenly saw straight through: no longer could they assume that craft-led typography and whimsical chalk lines equalled independent. 

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Emily Gosling

Emily Gosling is a freelance art and design journalist currently writing for titles including Creative Review, Eye on Design, Creative Boom and People of Print. She’s previously worked at Elephant magazine, It’s Nice That and Design Week, and was editor of Type Notes magazine. Her book Creative Minds Don’t Think Alike was published by Ilex Press in 2018, and she also plays bass as one-quarter of the eight-titted beast, Superstation Twatville.