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Dec. 22, 2025, 7:56 p.m.

CJ Type News #3: Typographic branding case study – Oliver’s Custom Coffee, Counterpress, + more

CJ Type News
Newsletter #3 Winter 2025
This is Counterpress Light ↑

Happy Holidays from CJ Type! Winter Solstice has passed in the Northern Hemisphere marking the longest night of the year and the shortest day, which means that brighter days are ahead. Come gather ’round the digital hearth and let’s talk about type!


The brand identity for Oliver’s Custom Coffee designed by Needmore Design, includes packaging, logo, and web design, and is a wonderful example of how the wide variety of styles of Dunbar can be used in a cohesive system.

Oliver’s Custom Coffee logo
The logotype for Oliver’s Custom Coffee made using Dunbar Tall Bold & Extra Bold

Ethiopia coffee packaging from Oliver’s
Dunbar Bold set in all caps for the Ethiopia packaging

I particularly appreciate how this system leverages all three subfamilies of Dunbar: Dunbar Tall, Dunbar Low, and Dunbar Text, as well as the assortment of weights in each. So I thought it would be interesting to take a looks at this system as a case study for typographic branding, and examine the specific styles used in various deliverables throughout the identity system.

El Salvador coffee packaging from Oliver’s
The “el salvador” text uses Dunbar Low Hairline’s single-story a alternates, accessible via Stylistic Set 02 OpenType feature

El Salvador coffee packaging detail from Oliver’s
A detail of the label for this particular coffee from el salvador, listing the coffee farm, varietal, process, and tasting notes

The website for Oliver’s Custom Coffee also uses the wide range of styles of Dunbar, from navigation using Dunbar Text, to Headlines in Dunbar Tall, and Subheads in Dunbar Low.

Website for Oliver’s Custom Coffee detail
Diagram of styles of Dunbar used on the Olivers Custom Coffee website

Website for Oliver’s Custom Coffee 1 Website for Oliver’s Custom Coffee 2 Website for Oliver’s Custom Coffee 3 Website for Oliver’s Custom Coffee 4

Website for Oliver’s Custom Coffee 5
Diagram of the styles of Dunbar used for the e-commerce portion of the Oliver’s website

Learn more about Dunbar →


Cannon by Lee Lai cover
This is Counterpress Regular ↑

Cannon is the new graphic novel from Lambda Award-winning cartoonist Lee Lai. The title and author’s name on both the cover and the spine are typeset in Velzyland. On the cover, the wavy letterforms of Velzyland pair nicely with the rhythmic bird feather motif. And the angled baseline on the cover works especially well with Velzyland’s extreme slant of 25 degrees.

Cannon by Lee Lai spine
Velzyland running vertically down the spine of CANNON by Lee Lai. Photo by Nick Sherman

On the spine, CANNON is stacked vertically alternating from red to black, further echoing Velzyland’s wavy rhythmic effect, and it’s sandwiched between the author’s name and the publisher name, D + Q, shorthand for Drawn & Quarterly. More about Velzyland →

Cannon by Lee Lai book size reference
Size reference for the graphic novel. Photo by Nick Sherman


More weights of Counterpress
This is Counterpress Book ↑

Counterpress was originally drawn as a custom typeface for professional soccer team Queensboro FC as an all caps design. This design was used on QBFC team merchandise, team uniforms, and across marketing, advertising and social media campaigns. Counterpress typeface - Queensboro FC 1 Counterpress typeface - Queensboro FC 2Counterpress typeface - Queensboro FC 3 Counterpress typeface - Queensboro FC 4

Counterpress weights
The short descenders allow for extra tight leading, set here at 215/185 pt ↑

Counterpress has since been expanded to the Extended Latin character set. Now with a array of weights, from Light to Bold, it is perfect for usage in cohesive typographic design systems, from eye-catching signage and packaging, to multi-line headings and longer passages of display text. Check out Counterpress →

Louvette Pixel emoji Counterpress specimen 1 Counterpress specimen 2 Counterpress specimen 3 Counterpress specimen 4


Let it snow Louvette Pixel CJType_newsletter_graphic_2025-12_Winter_v3_emoji_Louvette_Pixel.pngFor the winter season, I decided to add some snow to the CJ Type website using the snow-fall web component by Zach Leatherman, following this tutorial, and I customized it to use a few different emoji from Louvette Pixel using Extra Light, Light, Regular, and Bold weights. Watch the snow fall over at CJType.com → CJType_Let_It_Snow_v4c.gif

Have you used a typeface from CJ Type, or have you spot one in-use somewhere? Please let me know, and it could be featured in the CJ Type Gallery.

You just read issue #3 of CJ Type News. You can also browse the full archives of this newsletter.

← Newer CJ Type News #4: ʻŌpua Mauka at Pipeline, CJ Type in Berlin Older → Fall 2025: The story behind Louvette Pixel, fonts in-use, + merch!
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