TLDR Tech / Design
How a three-tier type system gave a children's charity the voice it needed
Buttle UK's rebrand centers on typography to give the once-understated charity a stronger, more expressive voice, using a three-tier type system to balance warmth, clarity, and joy. A storybook-style serif (Reckless) delivers emotional resonance, Neue Haas Grotesk provides neutral, trustworthy body text, and a playful “childhood type” adds bursts of color and energy, creating a flexible yet coherent identity that helps the charity speak credibly to diverse audiences while highlighting the human impact of its work.
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