F37® Foundry

William Grant & Sons



William Grant & Sons is an independent, family-owned Scottish company which distils Scotch whisky and other spirits. It was established in 1887 by William Grant, and is now run by his descendants.

We were approached by branding agency Smörgåsbord to work with them on developing a bespoke version of F37 Bergman for William Grant & Sons.

The team at F37® were faultless; honest, open and positive discourse followed each efficiently phased delivery and all feedback was acted upon promptly. We charged F37® with taking (the already brilliant) ‘Bergman’ typeface in a different, slightly less period specific direction that would better suit our client and their product portfolio. Our expectations were duly exceeded and the typeface just gets better with each and every application as we get to further understand and appreciate its nuances.

Dylan Griffith — Co-founder & Creative Director, Smörgåsbord


The new font, renamed WG&S, was applied throughout the core identity (by Here Design) and the new platform ‘Meta’, which focuses on the higher-end of WG&S’ portfolio.

The typeface’s graceful thick-and-thin curves were married in to a range of designs, which oozed luxury and sophistication.