Work/Tabula

Tabula

Product, type, and brand for a slow-writing app.

Type · Digital · 2024

Product, type, and brand for a slow-writing app — a custom serif and a calmer interface, end to end.
Tabula’s founders had built a beautiful editor, but their interface design and brand were pulling against each other. The product asked the writer for seriousness while the brand asked for hype.
We treated the writer the way a fine press treats a reader. The editor — and everything around it — was redrawn to feel calm, considered, and dignified.
A custom serif — Tabula Editorial — was drawn for the product itself. The wordmark sits on a baseline rule that extends across the application as a running header.
The editor, the marketing site, the launch poster, and a welcome kit shipped to the first 500 subscribers.
Tabula doubled paid subscribers in the quarter after launch and hit the front page of Hacker News — without changing a line of marketing copy.

Tabula

Tabula Editorial — customRegular · Italic

Slow writing on a screen designed for it.

01 · Primary

Sage

#8ac1c1

02 · Surface

Paper

#f4f1e8

03 · Text

Ink

#1f2e2e

04 · Accent

Cinnabar

#a64034

tabula.com

A studio of
slow craft.

Tabula 2.0 — light mode

2024 · Vol. 04

Tabula
— a season

Plate 03 / Type · Digital

Launch poster

Edition 01

Tabula

Net 250ml

Welcome kit

tabula.com

A studio of
slow craft.

Subscribers — 0 → 28k

Field & Form