This variation focuses in on the verbs – with the final eating as the main moment. I kept the other text consistent as Myriad Pro, just emphasising Love and Squeeze through colour, size and tracking. The colour block was transformed as the orange drips from the squeeze. To emphasise the main moment: EAT, I chose a ‘fat’ font – Franklin Gothic Heavy. I needed to make the letterforms more symmetrical as a ‘fat block. I set the tops of the E and T to the same width, and altered the kerning to make the bottoms touch and adjusted using the character panel and touch type tool. The orange logo vertically centred on the orange drips to make the bottom corner point. ‘the peel’ was aligned with the diagonal of the A to emphasise it and set in a justified text box in line with the orange. The kerning was then altered by eye to make it roughly consistent. Huguette Caland was put in a softer brown colour to differentiate from the harder black text.
Orange 5 Key Moment