Max is the story of a custom purebred ultra condensed typeface created for the déjà pet food company – a zero waste pet food made with maximum nutrition and a minimum impact, for the love of pets and the planet.

The Max Type Specimen broadsheet was created to showcase the impact the typeface has at scale and as a means to truly enjoy its unique quirks and characteristics. It displays how the typeface successfully delivers on déjà’s purposeful, playful and character-full nature.

The large-scale broadsheet format was ideal to amplify the persona of Max, creating a larger than life storybook feeling, that maximizes accessibility and lovability. It was chosen for impact and for the activist, newsworthy nature that a broadsheet embodies. It’s not superfluous, remaining unbound (just folded) to ensure it has a minimal footprint. Maximum character with minimum impact.