Cheetos: Other Hand Font

Shortlist Award

Other Hand Font

Cheetos

United States

2025

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Entrant Company

Goodby Silverstein & Partners

Entry Type

Product/Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Design Craft

Category

Typography

In the fifth year of its long-running “It’s a Cheetos Thing” campaign, the brand needed to find a new way to reinvent its distinctive brand asset: bright-orange fingertips. How could Cheetos breathe new life into this campaign and stay top of mind in the all-too-saturated world of snacking? So we thought to ourselves, “What if we made people think about Cheetos by making them think about which hand they eat it with?” The campaign centered on a very obvious stat: “99% of people eat Cheetos with their dominant hand.” Which means they need to do everything else with their “other hand.” Along with a series of head-turning executions showing the consequences of using the other hand, we developed a new typeface for the brand—the first one ever to be designed entirely with the other hand. We launched it with a documentary, in the style of Master Class, showing the process of creating this new and breakthrough typeface. Then, we made the Other Hand Font available for download and challenged fans on social media to use it in real life. There was also a Chrome extension that replaced every single font on the internet with the Other Hand font. The worst-looking font ever to be launched by a brand was a hit, not only among design people but also with regular Cheetos fans. The Other Hand Font garnered over 500 million impressions, with a staggering 100% positive sentiment.

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Credits

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