Our packaging system for March Pantry in San Francisco features a handlettered wordmark based on Gotham Light's skeletal structure. We eliminated variations in stroke weight, redrawing the letters as monoline forms; we gave the leg of the 'R' a modest lilt; and rounded all of the external corners and terminals to soften the typographic 'voice.' The tactility of embossed lettering on the printed label—as well as Angie's handwriting—provides a warm contrast to the set type. Offset lithography and registered embossing by Oscar Printing. Typefaces: HTF Gotham.