Typography

Filson Soft is our Primary typeface and is used universally throughout all of our Knorr brand design and it’s no different for our packaging. It is used on many aspects of the pack including: claims, shopping lists, descriptive copy and back of pack copy.

• Filson Soft can be used in 2 weights: Book and Bold

• Filson Soft Bold is perfect for calling out headlines and drawing emphasis to any key wording.

Atrament Semibold is a typeface that is used only on pack.
This font is used only for variant names and back of pack claim roundels. It is ideally suited to this because of its condensed style, to give more prominence and more effective use of space on pack.
However, there are a couple of watch-outs to be aware of, especially for the letter spacing, which we’ve highlighted below.

• Used in the single Semibold weight

• Filson Soft Bold is perfect for calling out headlines and drawing emphasis to key wording.

The default tracking for Atrament is a bit too closed, whilst the kerning for the word spacing is too open. Therefore, please ensure that you take care to adjust the tracking appropriately. This is especially necessary on prominent variant names.

Good Karma is used for our range names and the title for the Our Promise note, bringing a more informal, softer and more natural touch with its flowing hand-written style.

• Only used in the Wide font

• Good Karma should only appear in title case
  

Below, we’ve shown exactly where each font appears on both front and back of pack and the type styling they should follow. Hover over to see how our typepaces are used on pack.

Our selection of brand fonts work well together to allow pairings which bring out range names and variants.
However, in special circumstances, alternative fonts can be explored when considering new ranges and or localised products. These must be approved by the global team.

For example: Below is a new range of Asian soups in Canada can introduce a new font that brings ownability to the adapted range design, yet holds true to our Naturalness equity and works well alongside our Atrament Semibold typeface.