For the German MDS Holding, we developed a custom typeface called Carlo (named after the CEO’s cat). MDS focuses on food and health products, and the goal was to create a typeface with a clean and friendly atmosphere.
The decision to use a custom typeface was not only for aesthetic or marketing reasons: a custom typeface would help identify printed correspondence from one of the company’s many subsidiaries as belonging to MDS, thus preventing counterfeiting.
In order to be able to give the typeface the optimal width in each weight, we based the typeface on a variable typeface. This made it very easy to coordinate in detail with the client, as each weight was intended for different design tasks, each of which had specific requirements for the type width.