Primot is a vertical script heavily influenced by italian “gelaterias.” After releasing 3 sans-serifs, Plau was looking for a fun learning opportunity. They started playing with brush lettering and looking into vintage scripts from different eras. This research led to Primot's unusual vertical connections and the sweet brush flairs in the letters' endings. From there, Plau set out to create a beautiful vertical script – something we don’t see that often – in which each typeset word could would make a delightful piece of graphic design for logos, video game titles, shop windows, etc. Plau made Primot smart by including hand-lettering inspired features such as initial and final forms for letters, contextual alternates, and swashes. The result is a versatile 900+ glyphs display typeface, suitable for a wide range of applications.