A LINE’s vibrant identity for Snog Productions turns Druk into a “cheeky and passionate” kiss

Established in 2008 by Deborah Burch, Los Angeles-based production company Snog provides a meticulous service across all aspects of photography, video and commercial shoots, including, but not limited to, budgeting, casting, locating scouting, catering and travel coordination. Having worked with some of the world’s most well-known brands, artists and publishers, from Givenchy and American Express to Ariana Grande and Vogue, they sought an identity update to better reflect their position. Commissioned to make it happen, London and San Francisco-based design studio A LINE found inspiration in Snog’s name – a slang term for a kiss originated in the UK. Choosing Commercial Type’s Druk to bring their concept to life through the company’s wordmark; their solution utlises the flexible widths of the typeface to portray a “cheeky and passionate snog” through the letter ‘O.’ The concept represents the approachable personality of Burch and her team while subtly hinting at the meaning of the term ‘Snog’ for the company’s predominantly US audience, particularly in motion. The meaning is further clarified by A LINE’s choice of colour, with a vibrant red chosen to make the ‘O’ look more like a pair of lips and dial up the sense of passion.