Digestive Designed by Jérémy Landes in collaboration with Oh No Type.
The original need for Digestive: “In October 2016, I started to work on a second poster for Bookster. This atypical publishing house creates classical novels in the shape of posters showing the whole text of the novels. I chose to work on George Sand’s La Mare Au Diable.” (Above)
Inspiration: “- my first idea, a simple illustration of the pond described in the story, hidden in the middle of the trees and the fog of some mysterious forest. But the trees would be letters, madly condensed proportions reflecting themselves in the shady water of the pond. A first-degree illustrative idea is sometimes the best approach. Now you have the basic ingredients for the birth of Digestive. On the final poster, the letters were even warped, skewed by the years or by the myst. Funnily enough, there was no O, the signature letter of digestive, in this first lettering.”
On resolving the vertical serif shapes: “This shape was problematic for two reasons, at least: first of all, this was giving Digestive an even more pointy and crowded vibe, evoking a demonic connotation. The design needed maybe a bit fewer demons. Also, to manage the connection, I needed to have wider round letters, too wide compared to the other set of letters, and most importantly, way too light. All this white space around these curves and vertical serifs was disturbing the compact aspect I was trying to achieve. Later, the solution simply came from the L or the T, with their really tall but black, triangular vertical serifs. Using these serifs for the C proved to be way more convincing than my first solution. The connection with the flat top of the serif and the curve of the letter felt even more natural than its previous cove counterpart.”
