Havivian Organic Vegetables
Monospaced Typeface & Web DesignHavivian Organic Vegetables is a community supported organic agriculture farm.
We were asked to design a new website for the business, with a feature magazine, and as secondary content - an online shop. One of the new features are Michal’s recipes. Michal is one of Havivian’s owners, who weaves together recipes with stories from the vegetable plots, characterized by a lingering nostalgic essence. I imagined her documenting them on a typewriter, just like olden times. Thus, the first typeface that came to mind was Microsoft’s Courier New, though it is both too thin, as well as worn out by overuse. I wanted to create a Slab Serif, mono-linear, mechanic typeface to convey a warm, naïve, and traditional feel – a typeface that seems as though it has always existed, even though it’s new. During my search, I found a typewriter version of the Hebrew FrankRuehl typeface, which inspired me to turn to drafts I created in the past. As it turns out, I once created hand-drawn and digital sketches of an almost identical letterforms. I redrew them to achieve a typeface that reflects both Michal’s kitchen as well as her office. And so, for this project, I utilized a typeface that had existed as a draft for 10 years – for the very first time.
In collaboration with Liron Sabag.
www.havivian.co.il