Sans Normal Ruluw 2 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, packaging, editorial, posters, quotes, friendly, casual, lively, contemporary, approachable, warmth, approachability, motion, personality, readability, rounded, humanist, soft terminals, slanted, open counters.
A slanted, rounded sans with smooth, elliptical bowls and gently tapered strokes that suggest a subtle calligraphic influence. Curves are dominant throughout, with soft, slightly flared terminals and minimal sharp corners, giving letters a fluid, continuous feel. The rhythm is relaxed and slightly irregular in a natural way, with generous apertures and open counters that keep forms clear, while diagonals and joins maintain an easy forward motion. Numerals follow the same rounded construction, with flowing curves and a consistent slant that matches the text letters.
Well suited to branding and packaging that benefit from an approachable, contemporary voice, and to editorial pull quotes or short passages where a warm, slanted sans can add personality. It can also work for posters and headlines, especially when a friendly, dynamic texture is desired without resorting to overt decorative styling.
The overall tone is warm and conversational, leaning more personable than formal. Its forward slant and soft shaping create a sense of motion and ease, making it feel friendly and energetic without becoming loud or quirky.
The design appears intended to blend the clarity of a rounded sans with the expressiveness of an italic posture, delivering a modern, human tone for display and expressive text. Its softened terminals and open forms suggest a focus on readability and friendliness while maintaining a distinctive, lively texture.
In text, the italics-like posture is integral to the design rather than an added slant: rounds stay stable, and joins remain smooth, helping maintain consistent texture across words and lines. The combination of open shapes and soft terminals supports a clean, modern look while keeping a distinctly human, informal character.