Chocolate Ampersands

Chocolate meets layered type and woodblocks

I'm a total chocaholic…

... so this packaging design feels like a fitting tribute to my addiction. This concept, born out of a project that didn't proceed, was inspired by the Pouchée wood alphabets. The illustrated ampersands, matched with flecked, textured paper, seek to evoke early-Victorian packaging.

While creating the lettering for the fictional brand name, ‘Albert & Rose’, I realised that it would make a fun, layered typeface. I subsequently released the font commercially and it's become one of my most popular designs. You can read more about Brim Narrow here.

Chocolate Ampersand Packaging Artwork, Pouchée inspired illustration | Jamie Clarke Type

Chocolate Ampersand Rose Artwork, Pouchée inspired illustration | Jamie Clarke Type

Chocolate Ampersand Honey Artwork, Pouchée inspired illustration | Jamie Clarke Type

Chocolate Ampersand Cherry Artwork, Pouchée inspired illustration | Jamie Clarke Type

I made several studies of a variety of ‘Fatface’ ampersands, including the Pouchée ampersands as well as those with more modern proportions.

I redrew the characters to gauge their suitability to accommodate the internal illustration, taking particular note of their weight, structure and ability to work with a strong shadow (without clogging up the arm or counter spaces).

The main diagonal is curved and swollen to better accommodate illustration, while the shadow is drawn optically (rather than as a true shadow), to strengthen particular areas of the character.

Each design follows a simple internal structure, enabling the eye to more easily comprehend the whole design.

This project was featured in Print Magazine‘s 10 Remarkable Shadow Type & Lettering Designs. .