Clean Type: Mrs. Meyer’s Brand

Over on the Fast Company design blog, designer Ken Carbone explains how the Mrs. Meyer’s brand stands out in the crowded cleaning products category by its clever use of type:

The identity uses a playful combination of typefaces, including Clarendon, News Gothic, Franklin Gothic, and Futura in the logo and on labels and marketing collateral. This unorthodox typographic approach might spell trouble in most designs, but here, it is just the right mix of wrong. It’s all about typographic craftsmanship and nuance. The rich color palette, inspired by the fragrances, is a beautiful range of soft pastels. When seen together, they stand out on the store shelf without being garish.