In June of 2021, Herschel Supply Company reached out to us with the interest of working together on an internal typeface. Their design team had already begun the ground work for a serif typeface inspired by the nostalgia of advertisements from the 70s and 80s. This typeface would be used for headings and display purposes for upcoming Herschel campaigns.
During our initial briefings, the Herschel design team described the tone of voice for the typeface as the voice of an older brother or sister—someone that has gone on a few adventures of their own, explored the world and is now inviting you to come along. This narrative became a constant point of reference for us as we considered the look and feel of the typeface at every stage of the process.
The final version of Herschel Serif includes a slanted right stroke in the lowercase a, h, n and m—a reference to classics like Windsor and Cheltenham. This slanted treatment provides a lighthearted, humorous personality to the typeface. Meanwhile, the overall refined nature of the letterforms takes inspiration from a contemporary serif like Lyon.