Ave & You founder Franziska once faced a problem many of us can relate to: she had skin. As people who have skin know, it’s a temperamental organ, as prone to breaking out, flaking, or excreting too much oil as it is to keeping blood in. The key to good skincare, then, is to develop personalized skincare for each of us. With an assist from AI, this is exactly what Ave & You does.

To typographically express the individuality of their products, each Ave & You container of personalized skincare products includes the user’s name, apparently written in blue ballpoint. The truth is, it’s BLKBK’s Run Wild typeface. We painted Run Wild with a brush, building personality through unconventional subtleties: a printed uppercase, an irregular wobble to brush strokes, and a flowing, yet angular, lowercase. The result is a modern cursive that exchanges convention for personality—just like Ave & You. The typeface used for product information is Gill Sans.