Tove - Lo

Truth Serum


Role: Hand Lettering
With: Daniel Åberg (AD/GD)
Agency: Universal Music Creative Labs
For: Tove Lo

Typography / Handwritten

Before singing her own songs Tove Lo was known as songwriter writing music for other artists. But some songs she felt were too personal to give to someone else, which resulted in the Truth Serum EP.

There’s a depth and rawness to it. A darkness which we wanted to be reflected in all of the graphic material, to give the feeling that you’re given access to a personal diary.
 

Working closely together with talented Daniel Åberg, I wrote hundreds of versions of every word, not necessarily trying to achieve beauty but rather something personal and honest. 

The rawness comes, in part, from wearing out pens to about 10% of capacity and getting a gritty texture.