Hello New Abnormal: A Handwritten Font for Heartfelt Branding
Recently, I found myself staring at a blank brand board, tasked with developing a visual identity for a local artisanal soap and candle shop. The client wanted something warm, inviting, and uniquely personal to reflect the care that goes into each product they create. I needed a font that could capture that spirit — not just in style, but in personality. That’s when I discovered Hello New Abnormal, a cheerful and friendly handwritten typeface from Script Amp. Let me walk you through how this font made its way from my initial mockup to the final packaging designs.
First Impressions and Visual Appeal
As soon as I opened Hello New Abnormal in my design software, I knew it had potential. It’s a script-style font with a very approachable feel — think of it like someone jotting down a sweet note on a card. What stands out is the subtle imperfection in the strokes, which gives it a genuine, human touch. The letters are bouncy, yet balanced, and there are some cute extra doodles that come with it, adding a playful charm without overwhelming the message.
The mood it conveys is exactly what the project needed: joyful and handcrafted. Unlike many script fonts that lean too heavily into elegance or formality, Hello New Abnormal feels like a warm hug. It’s versatile enough to work across different applications, but still retains that cozy, artisan vibe.
Logo Design and Brand Identity
I started by testing Hello New Abnormal in the logo. The client’s name was short and impactful, so using the font in all caps gave it a bold presence while keeping the handwriting feel intact. I paired it with a simple line icon of a candle and a leaf to emphasize their natural ingredients and creative process.
One thing I noticed early on was how well it performed in small sizes. Even on a business card, the text remained legible and charming. This is rare for a display font, especially one with such fluid strokes. That flexibility meant I could confidently use it in multiple places within the brand system — from signage to digital banners.
Bringing It to Packaging and Product Labels
Next up was the product labels. These were going to be used for candles, bath bombs, and handmade soaps — all things where presentation plays a big role. I placed Hello New Abnormal on the front label of a candle box and saw how it complemented the watercolor textures and botanical illustrations I was working with. The doodles included in the font set added an extra layer of creativity, allowing me to subtly integrate little flourishes around the product names without needing additional graphics.
I also tested it on sticker labels for bath bombs. Again, the font shone. Its friendly curves made the products look more inviting and less industrial. The key here was to maintain consistency — using the same alternates and ligatures throughout all packaging ensured a unified look.
Font Pairing for Balance
While Hello New Abnormal is expressive, it doesn’t dominate every space. To keep the brand materials from feeling too whimsical, I paired it with a clean sans serif font for body copy and pricing information. The contrast worked beautifully. The handwritten title drew attention, while the supporting type kept everything grounded and easy to read.
If you're considering using Hello New Abnormal in your own project, I recommend experimenting with a few combinations. Try pairing it with a modern sans serif like Montserrat or a minimalist serif like Lora. The right combination can turn a casual font into a cohesive part of a professional brand identity.
Digital Presence and Social Media Graphics
Creating the Instagram posts and website headers was next. For social media, I used Hello New Abnormal in short headlines and call-to-action buttons. It brought a sense of authenticity to the online storefront. On the homepage hero section, I layered it over a soft background image of a sunlit workspace. The result was a header that felt both stylish and sincere — perfect for a brand built on craftsmanship and community.
What I loved about using it in digital spaces was how it stood out without being garish. The font isn’t overly decorative, which means it doesn’t lose impact on smaller screens or mobile devices. When designing for web use, I always make sure to test it at different resolutions, and Hello New Abnormal passed every check.
Testing Before Committing
Before finalizing the font choice, I created several mockups to see how it would behave in real-world scenarios. I printed a sample business card, designed a poster for an upcoming pop-up event, and even mocked up a T-shirt graphic for their new merchandise line. Each time, the font held up well and added a distinct character to the piece.
Here’s a quick checklist I followed before committing to Hello New Abnormal:
- Tested readability at various sizes (from large posters to tiny tags)
- Reviewed the included styles and alternates for logo flexibility
- Checked multilingual support to ensure future-proofing
- Confirmed file formats supported common platforms (like Adobe Illustrator and Photoshop)
- Verified commercial licensing allowed for full branding use
It’s always important to know the limitations of a font, especially if you’re building a complete brand system. Hello New Abnormal works best as a headline or accent font rather than a long-form body typeface. But in this case, that wasn’t an issue — the brand didn’t need long paragraphs in the font anyway. It was all about making a memorable first impression.
Editorial Design and Print Materials
For the brand’s newsletter and packaging inserts, I used Hello New Abnormal sparingly but effectively. Headlines and pull quotes in the newsletter featured the font to add warmth and personality. In print materials like flyers and brochures, it helped highlight key phrases like “Handmade with Love” and “Natural Ingredients.” The font’s ability to elevate short text made it a powerful tool in guiding the reader’s eye and reinforcing the brand’s tone.
On the café-style menu they planned to include in their store, I suggested using Hello New Abnormal for headings only. It added a rustic charm that matched the overall aesthetic without sacrificing clarity. I also used it in a couple of seasonal posters for their holiday collection — the doodles came in handy for creating custom icons that aligned with the font’s style.
Client Reactions and Brand Perception
When presenting the designs to the client, they were immediately drawn to the font’s warmth and simplicity. It resonated with their values and reflected the personal touch they wanted to convey. They mentioned how it reminded them of handwritten notes from friends — a perfect emotional connection for their audience.
From a design perspective, Hello New Abnormal helped establish a strong visual hierarchy. It naturally directed attention to the most important elements, whether it was the product name, a special offer, or a call to action. And because it has a consistent rhythm and spacing, maintaining brand recognition across different assets was straightforward.
Practical Tips for Using Hello New Abnormal
If you’re thinking of using Hello New Abnormal for your next project, here are a few tips based on my experience:
- Use it for short, impactful text: Logos, headlines, taglines, and social media captions are where this font truly shines.
- Pair it wisely: Go for a neutral serif or sans serif to balance the hand-drawn style. Avoid pairing it with other scripts unless you want to create a layered, textured look.
- Play with the extras: The doodles and alternates can help you personalize your designs further. Just don’t overdo it — subtlety often makes the biggest impact.
- Check licensing for commercial use: Since this is a commercial font, make sure you have the appropriate license for logos, packaging, and merch.
- Test it in context: Place the font on actual materials — signs, cards, websites — to see how it looks in the wild before locking it in.
Another thing to consider is color and texture. Hello New Abnormal pairs particularly well with muted tones and organic textures. Think linens, wood grain, or watercolor backgrounds. It adds a tactile quality that enhances the overall design narrative.
Final Thoughts on Hello New Abnormal
Fonts are more than just letters — they’re a brand’s voice. Hello New Abnormal offered a tone that was both personal and professional, something the client really needed. It brought a sense of joy and authenticity to the project, and the extra details like doodles and ligatures gave it a unique edge.
If you're working on a branding project for a boutique, skincare line, or any creative business that wants to stand out with a heartfelt touch, Hello New Abnormal is worth a try. It’s a premium font with a lot of heart, and when used thoughtfully, it can become a central element of your design story.
In the end, the client was thrilled with how the font elevated their entire visual identity. It wasn’t just a font — it became a reflection of who they are. And as a designer, that’s exactly what you want to bring to the table.
