Helping Publix bring scratch-made to life.
Develop hand-lettered assets for Publix’s Scratch Made campaign that reinforced the care behind products made fresh every day.
Create something that felt handcrafted without feeling nostalgic.
Started with the sketches to find the right vibe before going to digital
Building character into every letter.
Finding the Voice
Explored styles that balanced warmth and craftsmanship with the clarity needed for retail environments.
Drawing by Hand
Developed custom lettering intended to feel approachable, fresh, and unmistakably human.
Designing for Extension
Created assets flexible enough to live across multiple products, campaigns, and future applications.
Recipe book – front & back cover
See how the lettering was translated into campaign work.
Lettering designed to work beyond a single campaign.
Strong typography earns trust. The best hand-lettering does more than decorate. It builds recognition, creates consistency, and gives brands another way to express personality. The work eventually expanded into additional Publix initiatives over several years.
