E.Leclerc is a French hypermarket chain, operating 660 locations in France and 126 stores outside of the country. As a corollary to the brand's 2019 new art direction, a set of proprietary fonts was designed in order to strengthen its territory.
A complete set of “faux mono” fonts was designed, echoing the low-tech aesthetics of typography found in thermal-printed receipts and dot-matrix roll printers. What could have been a down-to-earth, first degree approach to a readily well-covered visual universe was interpreted both loosely and freely to steer away from commonplaces. The result is a contemporary typeface system in numerous width and weights, with varying slopes and inimitable traits.
The fonts are used throughout a variety of touchpoints, from POS displays to catalogues, from dynamic ad generations to TV advertising.
