Now Arby’s Has a Font Too, and It’s Called ‘Saucy AF’

Move over, Airbnb and Netflix. There's a new typeface in town

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Just be glad it’s not made of meat.

Arby’s has joined one of brand marketing’s hottest trends—custom font creation—and it’s Saucy AF. As in, it’s literally called Saucy AF.

The brand announced the downloadable font this week via Twitter, urging fans, “Don’t just play with your food—write with it.” The typeface is created from all-caps lettering drawn with Arby’s Sauce, a seasoned ketchup of sorts.

You can download the font for yourself and experience the magic of “Arby’s sauce calligraphy.”

The font, designed by Arby’s social content agency Moxie, is an extension of the creative team’s wonderfully nerdy social content, which creates art from Arby’s packaging and food. Having used the sauce to draw a variety of shapes and images, including a Cobra logo from G.I. Joe, Moxie’s next frontier in its meaty manifest destiny was clearly a sauce font.

Branded fonts are one of the year’s hottest trends, with Netflix reportedly saving millions of dollars by creating one font to unite all its content and UX design. Airbnb also recently rolled out Cereal, a font designed to provide a unified look across all platforms.

To make sure this new on-trend typeface was legit, I downloaded the Arby’s font and gave it a shot, choosing to share a dark family secret in the process:


@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
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