Sans Normal Ruluw 3 is a regular weight, normal width, medium contrast, italic, normal x-height font visually similar to 'Chella' by Melvastype (names referenced only for comparison).
Keywords: branding, editorial, packaging, advertising, ui text, friendly, casual, modern, approachable, lively, warm tone, human feel, everyday readability, contemporary voice, humanist, rounded, calligraphic, soft terminals, open counters.
This is an oblique, humanist-leaning sans with softly rounded forms and a gently calligraphic rhythm. Strokes show subtle modulation and tapered terminals rather than abrupt cuts, giving letters a drawn, slightly brush-like finish. Curves are generous and open, with elliptical bowls and open apertures that keep the texture light and readable. Proportions feel balanced with a moderate x-height, while widths vary naturally across glyphs, creating an easy, conversational flow in words and lines.
It suits branding and identity work that needs a friendly, modern voice, as well as editorial decks, packaging, and short-to-medium text where a warm tone is desirable. The oblique stance and open counters also make it effective for display lines, marketing copy, and interface text that benefits from a human touch.
The tone is warm and personable, with a relaxed slant that adds motion without feeling formal. Its soft terminals and open shapes suggest friendliness and informality, making it feel contemporary and approachable rather than technical or stern.
The design appears intended to provide a contemporary sans with an italicized, hand-influenced flavor—combining clean, rounded construction with gentle modulation for a more expressive, approachable reading experience.
Numerals follow the same rounded, lightly tapered logic as the letters, and punctuation integrates smoothly with the overall stroke behavior. The overall color on the page stays even despite the organic variation, producing a cohesive, readable paragraph texture.