"Packs of fun for everyone…” that’s what M&M’S has been all about for 80 years. Fun brings us together, helps us feel we belong. The brand’s typography was a great tool to spread that message far and wide, but their old typeface was more functional than fun. We set to work on a typeface they could own, communicating belonging in a distinctively M&M’S-y way.

This is a font family made to mix & match. Different weights & widths combine to create a sense of eclectic diversity and surprise, bringing comms to life with flexibility and character. Its forms follow the lead of their logo & ball terminals, negative spaces & punctuation marks mimic the shape of their iconic chocolates, while the uplifting ink traps make their letters look as if they’re smiling.

Commissioned by the brand, ‘All Together Serif & Sans’ appears across every M&M’S touchpoint, from pack to signage, advertising to internal comms. Since the launch of new typography and design principles in early 2022, M&M’S have experienced +10% growth and + $291M in revenue globally.