branding design and typography in the movie
THE SUBSTANCE
A visually stunning body horror in which every frame feels like a work of art. Written and directed by the French filmmaker Coraline Fargeat. The movie is a must and one of the things that really impressed me was how a single typeface was used consistently — both to market the product and to participate actively
in the story throughout.
in the story throughout.
This article is an independent analysis of the movie in which I share my personal point of view about the design, typography and the set design. The film uses a custom typeface designed by Gilles Pointeau.
I saw “The Substance” back in November 2024. Only that I found the time to write about it a year later. I continue to be very much impressed by the execution of the story. The movie is visually remarkable and equally impressive in its sound design, and the typography is a huge part of that.
You can have a look at the trailer! A good teaser, right?
“Have you ever dreamt of a better version of yourself? Younger, more beautiful, more perfect.”
The film’s central themes are explored through memorable lines like the advice from the TV host, “Pretty girls should always smile,” and the existential dread expressed by the other user of the substance, “Each time you feel a little more lonely, don’t you think?”.
The film’s central themes are explored through memorable lines like the advice from the TV host, “Pretty girls should always smile,” and the existential dread expressed by the other user of the substance, “Each time you feel a little more lonely, don’t you think?”.
The main character Elisabeth Sparkle (starring Demi Moore) is obsessed with external validation. She is a successful Hollywood TV aerobics star in America but when she turns 50 the industry disposes of her, looking for something better. The figure of the woman is showed through the man’s eyes (the producer) and is viewed as a disposable product. Since Elisabeth reached 50 she is not considered to be young and sexy anymore. Desperate to hold on to her youth, she comes across a black market drug called
The Substance. A serum that she has to inject that will create an alternate version of herself — younger and more beautiful. The only catch is that the two versions have to exchange every seven days.
Now let’s talk about the typography! Wow, it is such a big part of the movie… the move to use it in ALL CAPS with tight letter spacing was a brilliant decision behind which the intention was to create a feeling of epic significance, intensity and tension. I have a few comments about the kerning and the proportions of some of the letters which I will go in depth further in the article. Of course, we’ve seen similar typefaces before, but what makes it so very special is the way it has been used in the context of the story. Do you know what else makes it so impactful? THE SOUNDS. The actor playing the voice on the phone also somehow managed to make his voice sound like this font — cold, commanding, aggressive, intense.
The Substance. A serum that she has to inject that will create an alternate version of herself — younger and more beautiful. The only catch is that the two versions have to exchange every seven days.
Now let’s talk about the typography! Wow, it is such a big part of the movie… the move to use it in ALL CAPS with tight letter spacing was a brilliant decision behind which the intention was to create a feeling of epic significance, intensity and tension. I have a few comments about the kerning and the proportions of some of the letters which I will go in depth further in the article. Of course, we’ve seen similar typefaces before, but what makes it so very special is the way it has been used in the context of the story. Do you know what else makes it so impactful? THE SOUNDS. The actor playing the voice on the phone also somehow managed to make his voice sound like this font — cold, commanding, aggressive, intense.
The moment we are introduced to the actual product (The Substance) it comes in the form of a marketing video that’s being held in a USB stick. While Elisabeth is watching it, the camera is zooming in the TV making the audience feel like they’re also being sold a product, not just Elisabeth. Fargeat employed the tactic of using the typeface in bold, all caps, white on black background, demanding attention shows the psychological tactics used by crony capitalists to persuade people into buying their products.
These images are used for demonstration purposes and I do not own the rights to them.
These visuals are so memorable and powerful because of how stripped down they are. The product shows a modern, almost seductive kind of minimalism. It’s pure, clean and almost completely devoid of distractions mostly black with a single accent colour yellow which is really only used as an icon (logo) to represent the substance. Which also serves as a visual metaphor for what actually happens when you inject the product — you create a doppelgänger.
The design choices suggest a high-end, luxury product — it definitely doesn’t feel like something from a drugstore. Its stripped-down look gives it a sense of exclusivity, mystery, and ambiguity. You’re not entirely sure what it is or what it does, and that’s intentional. The design leans into the idea that less is more, using mystery to increase its appeal.
I found a few brands such as HUEL (supposedly nutritionally complete range of dehydrated foods and beverages), IL MAKIAGE (a beauty line) and SOYLENT (full meal into a one-step process nutrition) that have visual similarities.
The design choices suggest a high-end, luxury product — it definitely doesn’t feel like something from a drugstore. Its stripped-down look gives it a sense of exclusivity, mystery, and ambiguity. You’re not entirely sure what it is or what it does, and that’s intentional. The design leans into the idea that less is more, using mystery to increase its appeal.
I found a few brands such as HUEL (supposedly nutritionally complete range of dehydrated foods and beverages), IL MAKIAGE (a beauty line) and SOYLENT (full meal into a one-step process nutrition) that have visual similarities.
The power of branding is how it makes us feel and react before we even try to understand the product. In “The Substance” the product is more than a beauty item, it’s a character in and of itself — it is commanding attention, telling the characters clearly what to do and ultimately driving the plot to its insane ending. Effective branding blends design, typography, color and messaging to create a story. A story that invites curiosity, creates allure and mystery, and ultimately draws us in even if we don’t fully understand it. So, whether you’re building a brand in real life or designing a concept for one remember this fictional example from “The Substance”. It doesn’t take a lot to create an emotional experience but what variable you do manipulate can come together to create a really powerful outcome: desire, fear, allure. All of this in this movie was done through a handful of carefully manipulated variables.
This article is a work in progress and what I will add in the next days the in-depth commentary on the font. More on the other design aspects and the psychology behind the physical spaces soon.
This article is a work in progress and what I will add in the next days the in-depth commentary on the font. More on the other design aspects and the psychology behind the physical spaces soon.
Stay tuned for more cool articles coming up!