The designer tried to differentiate words by type style and it didn't work so well. It all looked like one giant word to me and probably did to most other people who attempted to read this sign as well.
Bad Design. Though the concept of free spirit and easy going company is clear, this site is very busy with too many text and graphics which make it hard for the customer to understand. All the info is placed too close to each other which makes it hard to differentiate some sort of hierarchy. Too many vibrant colors used. Poor use of positive and negative space. Navigation structure is not organized and clear.
New at Familyroom.se, the typography on these cups was created by world-renown Danish architect Arne Jacobsen. The letters were originally created in 1937 for internal signage at Aarhus City Hall. Use one for coffee or pencils, and one for your toothbrushes… or get a T for your Tea!