2020

The project brief is to bring the given typeface, Avenir, to life.

The outcome explores the versatility, legibility and timelessness of Avenir typeface. The qualities of ice most likely echoes these qualities, hence inspired the creation of the Avenir slide: 

The accelerated gliding motion of the ice alphabets into the tray reflects the clarity and legibility of reading, and when the ice melt into Avenir water, the change in matter from solid to liquid highlights its versatile and timeless quality. As a result, the act of drinking Avenir water symbolises how the typeface have always embedded in our daily lives and also implies a metaphor act of ‘’drinking the future’’, the french root of Avenir, which further reinforces to its timeless quality.

Unlike ‘Futura’ where Frutiger inspired from, Avenir was intended to have a human feel to it, hence the primary yellow colour that contrasts to the cold ice letters responses to Fruitger’s intentions.