FS Fresh

Design Notes

The characterful anchor for a refreshed Four Square brand.

Designed with FCB Aotearoa.

FS Fresh is a rounded display serif, developed specifically to carry the beloved sentiment of Four Square. Its expressive personality adds important visual flavour to the witty copywriting. Inspired by rounded serifs like Cooper and Windsor, it exudes a playfulness and enthusiasm while linking the 100+ year heritage of the brand into a contemporary era.

As headlines are often typeset over imagery, the letterforms needed to be sturdy. The compact nature allows for scale, with short ascenders and descenders ensuring tight leading and efficient use of space. The nature of the co-operative business model puts real demands on a brand identity, and our robust, charming typeface is the foolproof foundation.

SUMMER KAI ON THE FLY

Styles

Forgot your lunch?

Lucky you

Why cook, when you can not cook?

CUE UP SOME SUMMER BANGERS.

Four Square have been faithfully serving their communities for over a century and FCB Aotearoa cooked up a new visual identity as they stepped into a new phase. Four Square was always known as the place you pick up an ice cream after the beach, or some snags for a BBQ back at the bach. They had a new core purpose that the brand was anchored in to be the dependably convenient brand that makes Kiwis’ lives that little bit easier. The new identity needed to match that bright and positive sentiment, have universal appeal, and cut through in a crowded marketing environment. Those needs paired with the practical demands placed on the identity, as many hands would be touching it. For this reason the compact set of complementary assets was anchored in the FS Fresh typeface. It conveys the sentiment in the most effective way, acting to enhance the witty tone of voice coming through the writing.

Features

TOHUTŌ

Te reo Māori support

Soft Serve

Ligatures

$3.87¢

Currency support

Glyphs Set

U+0041

Information

Family Name FS Fresh

Category Condensed Rounded Serif

Designer Josh O’Neill, FCB Aotearoa

Styles 1 Upright

Version Number 1.01

Release Date 15 / 02 / 2022

Supported Languages English, te reo Māori

FS Fresh was built for the particular flavours of Four Square. If you’re also after something unique to you, we can design and build that too.