Serific is an international typographical product design store. Although founded in Pittsburgh, it has stores in Shibuya, Milan, New York City, London, Miami, LA, etc. Unlike other design stores, Serific focuses on the unique two-dimensional forms of typography and translates them into beautiful three-dimensional products. When picking a typeface, I knew I wanted to pick a serif one because of the company name. I landed on a sleek geometric slab serif typeface named Mokoko. I was attracted to this typeface because I wanted the clean and playful aesthetic to reflect the company. I chose to highlight the anatomy of the text because type anatomy is what makes a typeface.