Max. Maximising pet personality.

Max is a custom purebred typeface created for the déjà pet food company, a zero waste pet food made for maximum nutrition and minimum impact. Our aim was to create a typeface that embodied an optimistic and activist tone, designed for maximum impact in a minimum space, echoing the nature of déjà’s own reductive ethos.

Max’s sans serif simplicity is punctuated by playful structural quirks, with floppy ears and wagging tails, with the ability to personify the déjà character and work cohesively with wider identity elements. Max can achieve boldness or soften the tone with its curves and details and carefully crafted word structures that house pet illustrations to play within.

The result is a typeface that personifies the déjà promise, the beating heart of its character-full personality.