Cheetos’ ‘Other Hand’ font was created by designers using their nondominant (Cheetos-free) hand

Here’s the kind of inspired silliness we were hoping for more of this year: a Cheetos font created by designers using their “other hand”—the nondominant one that doesn’t have cheese dust (aka, “Cheetle”) on it from eating Cheetos. The Other Hand Font was created by Goodby Silverstein & Partners; co-founder Rich Silverstein explains the genesis in the tongue-in-cheek video above. The font is an extension of the “Other Hand” campaign, which launched last April and celebrates fans who reserve their dominant hand for enjoying Cheetos. (Data says 99% of Cheetos eaters do indeed use their dominant hand for doing so.) Timed to National Handwriting Day (Jan. 23), the campaign includes a browser plug-in that allows users to replace the font on any website with The Other Hand Font (see above). Also, consumers who download the font and use it in outlandish ways (while tagging @Cheetos will have a chance to win a bag of Cheetos with Other Hand Font lettering on the packaging. “Design is the purest form of a brand’s expression, and this font embodies Cheetos like nothing we could have ever imagined,” said Silverstein. “It’s a testament to the countless hours spent crafting every detail. Doing it all with our nondominant hand was an experience we’ll never forget.” “It celebrates a very real human truth: most people use their dominant to eat Cheetos, which means they have to do basically everything else in life using their Other Hand,” said Chris Bellinger, chief creative officer at PepsiCo Foods U.S. “This latest stunt of introducing a hilariously bad font continues to show the mischievous—and messy—consequence of snacking on Cheetos.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Cheetos’ ‘Other Hand’ font was created by designers using their nondominant (Cheetos-free) hand

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