Ja! Natuerlich, Austria’s biggest brand for organic food, wanted to draw attention to the subject of organic animal husbandry and make their cows’ freedom and space palpable for everyone. Using a slider, the space of the organic cows was displayed by a modification of the content’s letter-spacing, which the user was able to control. The smaller the room to run for the cows, the smaller the spacing of the letters. The bigger the room to run for the cows – as is the case with the cows of Ja! Natuerlich – the bigger the spacing.