Having Choice: A Sharp Slab Serif Typeface for Branding
I was staring at a blank artboard last Tuesday, the kind of silence that usually means trouble. The client wanted a visual identity for a new artisanal skincare line—something that felt grounded and serious but didn't lose its delicate touch. They were tired of the endless parade of rounded sans serifs that look like every other tech startup. They needed character. That's when I pulled Having Choice out of my library. It's a sharp, elegant slab serif typeface that immediately changed the mood of the room.
There is something distinct about the way this font sits on the baseline. Unlike many heavy slabs that feel industrial or overly loud, Having Choice brings a refined construction to the table. Its unique glyphs offer a clean look that feels intentional rather than accidental. As I started typing out the brand name in the logo draft, the weight distribution felt perfect. It wasn't shouting for attention; it was commanding respect through its structure. For a designer, finding a typeface that balances seriousness with elegance is rare, and this one hit that sweet spot right out of the gate.
Building a Brand Identity from the Ground Up
The real test for any creative font is how it translates from a screen sketch to actual brand materials. With Having Choice, the transition was seamless. I started by testing it on the primary logo mark. The sharp serifs gave the wordmark a sense of stability, which is crucial for a product people put on their skin. It conveyed trust without feeling sterile.
From there, I moved to the packaging design. This is where a slab serif can really shine or fail depending on the scale. Having Choice held up beautifully on the small label stickers we mocked up for the serum bottles. The clarity of the letterforms ensured that even at smaller sizes, the text remained legible. We didn't have to bump up the tracking too much or sacrifice the integrity of the design. The clean look of the typeface allowed the minimalist packaging design to breathe, letting the product photography take center stage while the typography provided a sophisticated frame.
We also applied it to the business cards and the shop sign mockup. On the physical card stock, the thick strokes of the slab serif felt substantial. It gave the impression of a premium font, elevating the perceived value of the brand instantly. When you hand someone a card printed with Having Choice, it feels like an object of quality, not just a piece of paper. That tactile perception is half the battle in branding projects.
Versatility Across Digital and Print
A common mistake designers make is choosing a display font that looks great in a headline but falls apart in body copy or digital interfaces. While Having Choice excels as a headline font and a logo font, I found it surprisingly versatile as a supporting typeface for short-form text. We used it for pull quotes in the editorial design of the brand's lookbook, and it created a strong visual hierarchy against the lighter body text.
For the website headers, the font loaded quickly and rendered crisply across different devices. In web design, slab serifs can sometimes look clunky if the hinting isn't right, but the unique glyphs construction here kept everything sharp. We paired it with a neutral sans serif font for the main navigation and paragraph text. This classic font pairing strategy allowed Having Choice to act as the voice of the brand, while the sans serif handled the heavy lifting of readability for long blocks of content.
Social media graphics were another area where this typeface proved its worth. Instagram posts often require bold typography to stop the scroll, but they also need to maintain brand consistency. Using Having Choice for quote cards and announcement posters created a cohesive thread across the feed. It made the content feel curated and professional, reinforcing the brand identity with every post.
Why the Details Matter in Commercial Design
When selecting commercial font assets for a client, I always dig into the technical details before committing. Having Choice comes with a set of features that make it a valid choice for serious projects. While specific weights and alternates depend on the package you acquire, the base style offers enough variation to keep things interesting without becoming chaotic.
If you are considering this for your own project, here is some practical advice on how to test it effectively:
- Check the kerning pairs: See how the letters interact in your specific brand name. Some combinations might need manual tweaking to achieve that perfect optical balance.
- Test on dark backgrounds: Slab serifs can sometimes lose definition on dark modes. Ensure the stroke width holds up when inverted.
- Print a physical proof: Always print your logo and headlines on the actual material you plan to use, whether it's matte paper, glossy labels, or fabric tags.
- Review the licensing: Since this is intended for commercial design assets, double-check the license terms regarding merchandise and web embedding to avoid legal headaches down the road.
The personality of Having Choice leans towards the modern yet timeless. It doesn't scream "trendy" in a way that will date your brand in six months. Instead, it offers a sturdy foundation. Whether you are designing for a local restaurant, a boutique fashion label, or a creative studio, this typeface adapts well. It has enough edge to feel contemporary but enough tradition in its serif roots to feel established.
Finalizing the Visual System
By the end of the week, the brand board was full. We had logos, packaging mockups, social templates, and stationery designs all unified by this single typeface. The client loved how the font brought a "delicate touch" to the overall aesthetic, exactly as they had requested, but with the strength needed to stand out on a crowded shelf.
Using a font like Having Choice reminds me why I love typography. It's not just about picking letters; it's about finding the right voice for a story. In this case, the story was about quality, care, and elegance. The sharp edges of the slab serif cut through the noise, while the elegant curves invited the viewer in. It's a reminder that sometimes, having the right choice in your toolkit makes all the difference between a good design and a great brand.
If you are working on a project that requires a balance of authority and grace, give this typeface a spin. Drop it into your next logo design or try it on a poster layout. You might find, just as I did, that it provides the exact structural support your creative vision needs to stand tall.
