F37® Foundry


Foilco are hot in the foil stamping business, bringing glitz and class to printed graphics for over three decades. They needed a font that reflected what they do best and looked bang up to date.


F37 fully understood the brief from the start. It was a lot of fun working on the project with the guys at F37 and their genuine interest in our business really helped to maximize the end result. This is a major part of our rebrand and gives us the recognition, individualism and right tone of voice to appeal to our target market.

Matt Hornby — Foilco, Sales Director



Foilco are industry-leading specialists in hot and cold foil stamping. They’ve been at it for over 30 years, and successfully stamp on everything from textiles, packaging and promotional materials, to cheques and vouchers that need security holograms.

Studio DBD were in the middle of rebranding Foilco and wanted a new, bespoke font to be an integral part of the new identity. More specifically, the brief was that the font had to somehow capture the movement and reflection of light on the surface of foil.






Foilco’s custom font features wavy, organic forms, inspired by the sensation of a piece of foil moving and twisting through a rolling machine. These complement the movement in the new art direction/photography by Studio DBD.

The font is named Pamela after the founder’s wife, the matriarch of Foilco. There are several alternate letters, suggesting the randomness of reflections and bouncing light.