Knorr

Same, Isidora.
Optically Optimized for Knorr’s Packaging.

Knorr, one of the world’s most recognized food brands, came to Latinotype through JKR — the global branding consultancy behind some of the most recognized packaging redesigns in the world — with a precise typographic challenge: Isidora, the typeface used across the brand’s campaigns, needed to be optimized for packaging, where surfaces are small, and every millimeter counts.

Soup sachets, bouillon cubes, condiment jars: reduced surfaces carrying product names, flavors, ingredients, nutritional tables, and instructions across multiple languages and markets. The challenge wasn’t just compression — it was designing for very small sizes, a discipline with its own history in typography: optical optimization for minimum body text, where every decision about form, spacing, and weight determines whether a word reads or disappears.

Designer Felipe Sanzana worked through the customization iteratively. Adjusting proportions on screen wasn’t enough — every decision was tested against small printed proofs, repeating the cycle until the typeface performed with precision under real industrial packaging conditions. Internal proportions were recalculated, Semi-bold and Black weights redrawn to establish a clear hierarchy, and spacing and kerning meticulously adjusted to guarantee consistent readability at every scale.

The result is an Isidora built for the real constraints of mass-market packaging. The same personality as the campaigns. Sharper functionality. More room for the photography that sells.