Rich Silverstein is the founder of Silverstein Goodby & Partners Design, the standalone design unit of GS&P, and for him, each typeface has a distinct voice. “Where most people read, I hear,” he says. “[GS&P campaign] ‘got milk?’ is sound wrapped in a typeface.”
This became particularly pertinent when designing the Other Hand Font for PepsiCo’s Cheetos brand. Created by Rich and the designers at Silverstein Goodby & Partners Design, the font is the latest activation in Cheetos’ ‘Other Hand’ campaign, which shows what happens when Cheetos lovers live with their dominant hand always covered in Cheetle – ‘Cheetos dust’ to you and me.
“The Other Hand typeface is a living embodiment of the Cheetos brand, created despite the dominant hand being covered in wonderful orange dust,” says Rich, sharing that he’s loved type ever since being introduced to it at Parsons School of Design. “Especially Helvetica, being sent from God by way of Switzerland,” he adds. “I hope someday this type will sit next to Bodoni, Goudy Old Style, Futura and yes, Helvetica, as one of the great typefaces of the world.”
The Other Hand Font was indeed designed with the designers’ non-dominant hands, giving it a characteristically inaccurate look that embodies the ‘struggles’ of the Cheetos enjoyer with one hand in the bag.
“We’re constantly on the lookout for new insights and fun ways to bring this idea to life,” says Eamonn Dixon, ECD at Goodby Silverstein & Partners. “Given that poor handwriting is often the first sign of the ‘Other Hand’ in action, we knew it was something that would relate to people everywhere. Working closely with our internal design team, we discovered that we could elevate this insight to epically stupid levels with a custom, downloadable font for the entire world to enjoy.”
“The public likes brands that can poke fun of themselves and this is more SNL skit than a commercial,” adds Rich.
The founder shares that any typeface – even one as comical as this – must be “extremely legible” and have a unique enough voice to stand out among a crowded field. “The world isn’t looking for another type font, so it better be distinct enough to hold its own.”
While the designers ensured the font was easily readable and that each letter was cohesive with the set, the Other Hand font certainly has a distinct voice – something that came from the team embracing irregularities.
“The goal wasn’t just to create a functional font, but one that felt real and personal – something that could capture the essence of human touch, with all its natural quirks,” says Ryan Self, executive design director at Silverstein Goodby & Partners Design. “This focus on authenticity really pushed our design process, as we had to balance the organic feel of hand-drawn characters with the technical requirements of making sure it was still a usable typeface.”
He continues, “It wasn’t about crafting something intentionally ‘bad,’ but rather embracing the natural imperfections and inconsistencies that come with using your non-dominant hand. Those imperfections were a big part of what made the font feel real and human, and we wanted that authenticity to shine through in the final design.”
For Flavia Simoes, senior director of marketing at PepsiCo Foods North America, this continuation of the ‘Other Hand’ campaign is the perfect fit for Cheetos – “a brand,” she says, “that’s famously rooted in playful mischief.”
The Other Hand Font taps into that playfulness and utilises a unique brand insight in a way that allows them to own the Cheetle experience.
“After a handful of ‘Other Hand’ OLVs, out-of-home activations and stunts last year, the Other Hand Font is yet another incredibly unexpected way that we’re showcasing the over-the-top fails that happen when Cheetos snackers attempt to use their non-dominant hand with everyday tasks,” she says.
“As we look ahead in 2025, we’ll continue to explore additional touchpoints and stunts, just like this, for our fans to engage with – all while their dominant hand is proudly covered in Cheetle.”
