PepsiCo Foods snack brand Cheetos has just introduced a new typeface that's inspired by the brand's iconic bright orange fingertips.
Made to celebrate National Handwriting Day, "The Other Hand" is the world's first font created by a designer's non-dominant hand (because they were busy snacking on a bag of Cheetos).
This marks a new chapter for the brand's "Other Hand" brand platform, which centers around Cheetos lovers living life with their dominant hand covered in cheese flavoring.
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The brand has made the font available for free on its website, inviting everyone to use it creatively for work, school, or personal projects, encouraging widespread engagement.
Cannes Lion of St. Mark winner and Goodby Silverstein & Partners Founder Rich Silverstein designed the font alongside his team at Silverstein Goodby & Partners, the full-service advertising agency's design arm.
In a statement, he emphasized just how much the font embodied the spirit of Cheetos:
"It's a testament to the countless hours spent crafting every detail. Doing it all with our non-dominant hand was an experience we'll never forget."
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Users with the craziest, most outrageous uses for the wacky typeface can post photos on social media tagging @Cheetos for the chance to win a limited-edition bag of Cheetos designed with the font.
Additionally, the brand is also launching a browser plug-in that transforms the font on any website into "The Other Hand."
This effort doubles down on Cheetos' adventurous marketing and irreverent humor, adding a new layer to its brand platform.
It's an incredibly creative application of the fan-favorite snack's brand voice that's already inherently fun.
Offhand Design
A short documentary-style video posted on the brand's social media delves into the design process behind the chaotic typeface.
It depicts the SG&P team analyzing over a thousand hand-drawn fonts and obsessing over the little details while snacking on bags of Cheetos with their dominant hands.
"When you design a typeface, you're designing a voice for a brand and you have to know what that brand is before you even start designing. It's a big responsibility," Silverstein seriously says.
"After all, this is more than just a font. It's design in its purest form," Ryan Self, SG&P's executive design director, said.
But then Silverstein points out a small problem, raising his right hand with orange fingertips: "You gotta use the other hand."
"'The Other Hand' font is perfection in design. It's our greatest achievement yet. It will change the way people think about typography for years, even centuries to come," Self cheekily states.
As it comes to a close, the video hilariously shows how the font will "change the world of design" with one-star reviews that state, "Worst font ever."
Cheetos first launched "Other Hand" back in April with a hilarious set of ads.