Tobias Hall is the designer equivalent of a fixer. As a lettering, logo, and type specialist, his bread and butter is being brought in by a legacy brand to refine their look in such a way that it preserves their past while elevating them for a modern packaging landscape.
“Generally, what I’m known for is working with heritage brands in a way that feels contemporary,” he tells me from his home in Rye, England, with his cat, Casper, crawling across his lap. “A lot of the time brands will come to me when they want to allude to their heritage, but do so in a way that feels of today’s time.”
Hall is predisposed to be particularly suited to this process, given his affinity for order and meticulousness. “A big part of what I do within my work is tidying things up so they can feel as perfect to my mind as possible, and organizing and doing that within a branding space or within a packaging space is just a really fun thing to do,” he says. “It’s like polishing it. It’s a super satisfying workflow.”
