Awesome Incredible Amazing: My New Favorite Handwritten Font
I opened a blank Illustrator file and stared at the project brief: create a visual identity for a small, coastal-themed pottery studio. The brand needed to feel authentic, artisanal, and warm, a perfect blend of skilled craft and relaxed charm. My usual sans-serif workhorse fonts felt too sterile. I needed something with soul. I dragged my cursor over the font list, and that’s when I gave Awesome Incredible Amazing a try.
The name sounds bold, but the font itself is beautifully nuanced. It’s an exquisite handwritten script with a natural, flowing rhythm. The characters are meticulously crafted—there’s a consistent elegance to the letterforms, but each one retains a slight, delightful imperfection that makes it feel genuinely hand-drawn. It’s not a frantic, chaotic scrawl; it’s confident and composed. I typed the studio’s tentative name, “Salty Clay,” and it instantly felt right. The mood was set.
From the First Mockup to a Full Brand System
That first logo draft was promising, so I began testing Awesome Incredible Amazing across the entire system. On the pottery studio’s packaging mockups—simple brown paper bags and boxes—the font looked outstanding as a primary logo stamp. Its organic texture complemented the tactile nature of the product. For product labels on smaller items like mugs and vases, I used it at a slightly smaller size. The readability remained excellent for short phrases like “Handmade” or the artist’s signature, which is a key strength for a script font.
I moved into digital spaces. On a homepage hero section, the font as a headline created immediate warmth and personality. For social media graphics announcing new collections, it became the unmistakable accent, making each post visually cohesive with the offline materials. This consistency is crucial for brand recognition. When a customer sees your Instagram post and then walks into your shop and sees the same typography on the sign, that connection builds trust and engagement.
Where This Font Works Best in a Project
Through this real test, I found Awesome Incredible Amazing operates masterfully as a display font. It’s perfect for logos, primary headlines, and accent text. I wouldn’t use it for long paragraphs of body copy—that’s where its personality would overwhelm readability. Instead, I paired it with a clean, neutral sans-serif for menus, website body text, and detailed product descriptions. This pairing creates a clear visual hierarchy: the script font provides the emotional hook, the human touch, while the supporting typeface delivers the necessary information cleanly.
For this kind of brand—a café, boutique, skincare line, or any product-based business with an artisanal heart—this font can become the cornerstone of your identity. It works beautifully on business cards, shop signage, and embroidered staff aprons. I even mocked up a simple merchandise idea: tote bags with the logo. The font’s character translated perfectly, feeling both premium and approachable.
Practical Observations and Design Advice
A few realistic observations from the process: On a physical shop sign, the font’s legibility from a distance was excellent due to its clear letter spacing and distinct forms. On a small label sticker, I paid close attention to the minimum size; it held up well down to a reasonable point size, but testing on your actual mockup is essential. One of the joys was discovering the included stylistic alternates. Swapping out a standard ‘a’ or ‘g’ for an alternate in certain logos allowed for a tiny bit of customization, making the wordmark feel even more unique to the client.
If you’re considering it for a client project, my practical advice is to test it live and early. Don’t just look at it in a font preview window. Place it on your actual logo drafts, packaging templates, and website wireframes. See how it interacts with your color palette and imagery. Check its multilingual support if your client’s market requires it, and always verify the commercial licensing for your use case—a professional font like this deserves proper, legal application in commercial assets.
A True Favorite for Creative Work
By the end of the pottery studio project, Awesome Incredible Amazing had woven itself into every layer of the brand. It wasn’t just a font I was using; it was the voice of the brand. The client’s reaction to the initial presentations confirmed it: the typography made the concept feel tangible and authentic from the very first glance.
For designers, freelancers, and entrepreneurs building brands that need to feel human, crafted, and special, this handwritten font is a powerful tool. It avoids the clichés of some overly decorative scripts and instead offers a balanced, professional, and deeply charming character. It’s the kind of typeface you fall in love with during the mockup phase and then rely on through to the final printed materials and digital templates. In the world of script and handwritten fonts, where personality is paramount, Awesome Incredible Amazing has earned its name—it’s a truly awesome, incredible, and amazing addition to your creative toolkit.
