Fraise is the celebration of ‘the passion project’. Not only is Fraise a typeface, it is the collaboration between 3 creative partners that has led to a lot of creative exploration and a lot of fun along the way.

There were many drivers for this project, mainly the feeling of not wanting to let go of an idea. What started off as passing small talk in the back of taxi in Gothenburg, quickly moved into an energising and thought provoking conversation about creativity and doing things for the right reasons.

Fraise was designed by Pablo and the team at Dalton Maag with Zeynep as creative director. They saw a need for a new take on a mid-20th Century humanist sans serif typeface, which in itself was a passion project. The release of the typeface came at the same time Liam from Synth, was experimenting with a new R&D process. Having previously worked together, it felt right to continue this collaboration by bringing the typeface and the abstract together. The result are the visuals you see here.

The next step was to involve GF Smith, as exploring what is possible in print is exactly the sort of project that excites them. When people share the same creative world view, it’s only natural to build longer term creative collaborations. That is where the really great stuff happens.