Referring back to a previous blog of mine, I need to find a more appropriate typeface to accompany the main text WOUP instead of Helvetica. I started to research fonts that read well on a small scale, I came across lots of variations of Helvetica. I now have feedback from the owners of Woup, saying they would like to see more of modern aspect, because their target audience will be young professionals. The typeface I eventually settled on was named Aaargh, the author of the font wrote:
“I needed a thin font like Avant Garde to use on packages, but a bit more stylish and modern. I couldn’t find one, so I made this.”
This couldn’t be any better really, I see Aaargh as a structured version of KG Somebody That I Used To Know, having properties that resemble a slight hand rendered style whilst being very structured and readable on a smaller scale. Because of this I feel it’s a better choice then Helvetica.
Upon realising this the sub text wasn’t working, the tagline felt unnecessary and the -Wonky Soup- seemed nothing but an echo. So I started to lose some of the information and rearrange.
I tucked the carrot illustration closer to the letter W. Placing the word Wholesome over the letter W and the word soup under the letter P, to create a better balance, whereas before the subtext, thought it was centered, felt off balance. I wouldn’t have come to this new outcome if I didn’t try the Helvetica composition. The information that the previous logo held, seemed important at the time, however now I’ve cut it down, the whole logo just seems much more considered.