The idea :
After countless social posts featuring artwork or messages created from Arby’s sauce, we took the logical next step and created a font. We named it Saucy_AF, announced it on social, and released it everyone for free.
Download it for yourself
Saucing the font :
Each letter was hand written in sauce. The letters were photographed, then hand traced into a vector format. Saucy_Af featured only Upper Case letters, and the standard set of numbers and characters.
We designed a micro-site to house the font, and make it easy for anyone to access.
The sequel :
Following the launch of Saucy_AF, we received requests to use the font for invitations and special occasions. We took that opportunity exactly one year later to release a new sauce font for those special moments. We named this one Fancy_AF.
We created the font in the exact same manor as the first one to ensure that both fonts would work together harmoniously. Fancy_AF features more exaggerated curly lettering, mimicking styles you often see on formal invitations. This time around we included swash caps, lowercase, and alt caps.
The results :
We launched both fonts on our owned social channels and they quickly took off.
We were rewarded with press, as well as social engagement, as users shared back creative examples of where they were using the fonts.
“Feeling a bit saucy? There’s a font for that.”
— Ad Age
“Stand aside Google, YouTube, Airbnb, Coca-Cola, and Netflix. Stand aside everyone, I guess. Because Arby’s has its own custom font now, too.”
— Fast Company
“Described as “the ink of the sandwich world,” Arby’s is positioning Saucy_AF™ as an alternative to those who lack the skills to write in sauce like the folks behind the very social media savvy Arby’s Twitter account.”
— The Verge
“Just be glad it’s not made of meat.”
— AdWeek