Whilst freelancing at Sony in London, I started developing a typeface based on origami. I wanted to keep the shapes as minimal as possible whilst retaining their legibility. I also wanted it to be visually interesting. 

It seemed to me that a san serif type answered this. Working with the type in a grid allowed me to keep individual letters in some form of geometrical shape. The use of 45 or 90 degree lines helps create this notion of folded paper and helps with this geometric structure of the letters. 

The counter water droplets add some contrast to the letterforms and also act as a reference to the product being advertised. Whilst I was developing the type it was important to consider the surrounding area to the letter (Negative Space) as to structural format of each individual letter.