As a fitting tribute to the National Handwriting Day, Cheetos – the crunchy corn-cheese puff snack brand, popular the world over – introduced a brand new font, disrupting the world of typography. Inspired by its cheesy pick-up line “99% of people eat Cheetos with their dominant hand,” the font was literally designed using the other hand, even if it meant creating a hilariously scribbly bad font.
‘Other Hand’ is the world’s first font fully designed by Rich Silverstein, founder of San Francisco-based ad agency Goodby Silverstein & Partners (GS&P), along with designers of Silverstein Goodby & Partners (SG&P) – the design arm of GS&P. With their dominant hands out of action due to the messy, bright orange Cheetle coating the fingertips, the team used their non-dominant hand to create a font that’s equally quirky and charming. Cheetos explained that the font, now available for anyone who wants to try it, can be used in ways of their choice. After downloading, the font can be used in designs, e-mails, word documents, and more.
Cheetos’ Other Hand campaign is a celebration of a real human truth: most people use their dominant hand to eat Cheetos and spotlights the antics that happen when Cheetos lovers proudly opt to live life with Cheetle on their fingertips. Which means they have to do basically everything else in life using the ‘other hand’. “This latest stunt of introducing a hilariously bad font continues to show the mischievous – and messy – consequence of snacking on Cheetos,” says Chris Bellinger, Chief Creative Officer, PepsiCo Foods US.
“Design is the purest form of a brand’s expression and this font embodies Cheetos like nothing we could have ever imagined,” says Silverstein. “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.”
The font is available for free download at www.cheetos.com/otherhand
