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E.Leclerc custom typefaces

Production Type devises a thorough typographic palette for E.Leclerc. Lending personality and uniqueness to France’s ubiquitous hypermarket chain, the set of distinct type styles pervase across touchpoints.

E.Leclerc is a French hypermarket chain, operating 660 locations in France and 126 stores outside of the country. As a corollary to the brand's 2019 new art direction, a set of proprietary fonts was designed in order to strengthen its territory.

A complete set of “faux mono” fonts was designed, echoing the low-tech aesthetics of typography found in thermal-printed receipts and dot-matrix roll printers. What could have been a down-to-earth, first degree approach to a readily well-covered visual universe was interpreted both loosely and freely to steer away from commonplaces. The result is a contemporary typeface system in numerous width and weights, with varying slopes and inimitable traits.

The fonts are used throughout a variety of touchpoints, from POS displays to catalogues, from dynamic ad generations to TV advertising.

  • Client


  • Creative direction

    Éric Astorgue

  • Type direction

    Jean-Baptiste Levée

  • Design

    Emmanuel Besse

  • Team

    Hugues Gentile

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Useful type with an edge.

Useful type with an edge.

Production Type provide retail as well as dedicated creative services in typeface design for brands.

Based in Paris and Shanghai, Production Type is a digital type design agency. Its activities span from the exclusive online distribution of its retail type for design professionals, to the creation of custom typefaces for the industrial, luxury, and media sectors.
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