Vogue Singapore Strange is Beautiful - Redefining conventions of beauty through type 2020

We partnered with Vogue Singapore to create a bespoke typeface to be used across all print and digital editions from 2020-2022. The brief was to create something iconic and standalone, breaking the mold of a standardised ‘beauty’ editorial aesthetic. Our response sought to challenge the viewer’s perception of beauty through the creation of a typeface that felt flawlessly flawed - odd, yet captivating.

The typeface was inspired by the national flower of Singapore, the Vanda orchid, with each character drawn to hold a bud-like form on its crossbars and tails. This was then paired with a calligraphic style that referenced the ancient sanskrit seen on the Singapore stone, one of Singapore’s oldest typographic artefacts.