Display font Wild, was designed as part of brand identity design for India’s homegrown brand of outdoor gear—Wildcraft. At the heart of the identity design is a sense of raw liberation, visualised as a characteristic ink stroke & extended to all assets including the custom font. Wild Brush, the font brings strong recall to the brand when used alongside evocative photography or independently. A system of ‘contextual’ alternates brings a strong feeling of spontaneity & hand-crafted quirk to the font.
The strong character of the font and its roots in the brand’s core identity help retain brand consistency and recall across changing campaigns and imagery.