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I am seeking advice for a font to be used for a corporate identity package, for a food hall based in London, UK.
The customer would like to portray high perceived value, and should have mass market appeal.
The project is based upon an underlying narrative of, new life being breathed into a "tired, archaic " building. It really tells a story of the juxtaposition of New and Old....a repurposing with a new concept.
The project is a redevelopment of a 500,000 sqft building, built circa 1862. The repurposing of the space will include a 45,000 sqft food hall, that will provide Artisan quality foods offered by business operators with an operational history, generations deep.
I know that Goudy Old Style has its fair share of opinions, but there are certain elements that I do like about this font set
Primarily, it's soft rounded serifs . I'd really like to hear your opinions and advice, for alternative fonts that I might try to illustrate the points mentioned above.
Thanks for your time,