Most brand refreshes do not start with typography. They start with a color palette, maybe a logo concept, usually a Pinterest board full of things that feel right without anyone quite knowing why yet. Fonts get chosen last. Often quickly. Often based on whatever looked nice in a font menu at ten o’clock at night. That is backwards. Typography is
There’s a reason beach club branding shows up constantly on Pinterest boards and moodboard decks. It’s one of those aesthetics people don’t just look at, they want to live inside it. A great beach club identity doesn’t simply advertise a place. It sets a mood before anyone has even packed a bag. That makes it one of the more fun
There is a specific fear that comes up almost every time a designer or brand owner falls in love with a playful font. It usually sounds something like, “I love this, but will it make us look like a kids’ brand?” Fair question. Playful fonts have big personality, and big personality can tip into chaos if nobody is managing it.
