SAINT-URBAIN BUILDS GAP TOOTH SODA AROUND IMPERFECTION AS A PRINCIPLE

Summary from the TLDR Design newsletter

The Gap Tooth brand pairs a strict structural system (consistent layout, hierarchy, and typography) with deliberately imperfect, hand-drawn elements—like its wobbly wordmark, simple characters, and irregular fruit illustrations—to create personality without losing clarity. By treating “the gap” as a subtle guiding principle rather than an obvious visual gimmick, the design stays flexible and scalable across flavors and formats while prioritizing brand recognition over individual variations.