AMO | Typebakegraphy

For almost 100 years, AMO has helped Danes make home baking easy and accessible.

So how do you create a font and design expression that honors that heritage while pushing the brand into the future?

You bake it, obviously.

Typebakegraphy is the first baked typeface. Made not just for AMO products, but by them, the type undergoes the exact same baking process as the goods themselves.

Built on a modular, dot-based system, designed to be dynamic and adaptable across the full AMO product range, from stretchy bun dough to sticky cookie dough. A system that allows the dough to form organic shapes as it rises and bakes, creating variable weights: Rawgular, Proofed, and Baked.

Type Treats is a typeface born from ingredients, not Bézier curves. Each character was hand-shaped using dough made solely from AMO products, baked, photographed, and then vectorized into a fully functional font.

All 29 characters were created using different AMO products, showcasing the full product portfolio and capturing the unique textures, materials, and behaviors of each.

The result is a playful, organic, and uniquely AMO expression. Perfectly imperfect, mirroring the beauty of home baking.