Them Bones Display Font for Memorable Branding
If you run a small business that thrives on personality—whether it’s a candle shop with gothic charm, a café serving “spooky scones” every October, or a handmade jewelry brand inspired by folklore—you know how much a single design choice can shape how customers feel about your brand. That’s why I was thrilled to discover Them Bones: a hand-drawn, display font built from the bones of ancient skeletons and ghostly pirate ships. It’s playful, eerie, and full of character—without feeling cartoonish or cheap. And more importantly, it works.
Let’s be clear: Them Bones isn’t a body text font. It’s a display font, designed to command attention in headlines, logos, packaging accents, and social media banners. Its light-hearted spookiness makes it ideal for brands that want to stand out while staying warm, approachable, and human—not cold or corporate. Think of it as your brand’s friendly storyteller: the one who leans in at the campfire, winks, and says, “Let me tell you something interesting.”
I’ve used Them Bones across real touchpoints—with real customers—and here’s what stood out: consistency without repetition. When applied thoughtfully, it helps unify everything from my product labels to Instagram posts. A candle label with Them Bones as the scent name (“Midnight Bramble”) feels like part of the same world as the thank-you card stamped with “Thanks, Ghoulfriend!” in the same font. That subtle continuity builds recognition fast—especially for repeat buyers scrolling through an online shop or spotting your sticker on a local coffee cup.
It shines brightest where personality matters most. On a boutique’s window decal? Yes. As the headline on a limited-edition holiday flyer? Absolutely. For a coaching business offering “Shadow Work Sessions”? Surprisingly effective—when paired with warmth and clarity elsewhere in the design. One local tarot reader uses Them Bones for her deck box titles and event posters, then switches to a clean sans serif for class descriptions and contact info. The contrast feels intentional, not chaotic.
Readability is practical, not perfect—and that’s okay. Them Bones holds up well at larger sizes: 36pt+ on printed menus, 48pt+ on website hero banners, and even 24pt on Instagram story text overlays (as long as background contrast is strong). On tiny product labels—say, a 0.75” x 1.5” soap tag—I use it only for the brand name, not ingredients. For anything under 18pt in print or on mobile thumbnails, I lean on its pairing partner instead.
Which brings us to pairing. Them Bones plays beautifully with simple, highly legible fonts. My go-to combo? Them Bones for headlines and logo marks, paired with a friendly sans serif like Inter, Poppins, or Montserrat for body copy, pricing, and fine print. For a vintage-leaning bakery, I’ve paired it with a warm serif like Cormorant Garamond for menu descriptions—giving the spook a grounded, artisanal feel. The key is balance: let Them Bones express tone, and let your supporting typeface handle clarity.
Before rolling it out everywhere, I tested Them Bones in three low-risk ways: first, on a single product label; second, in one Instagram carousel post; third, as the header font on a new landing page. Each test gave me real feedback—not just from my own eye, but from customers who commented (“Love the vibe!” or “Is that custom lettering?”). That kind of validation matters more than any mockup.
It also fits naturally into broader branding systems. If you’re building a cohesive identity—logos, business cards, email headers, packaging tape designs—Them Bones can serve as your anchor display font. Use it consistently for your brand name across all materials, and vary weight or size (not style) to create hierarchy. Avoid mixing it with other decorative fonts—it’s expressive enough on its own.
Small businesses often underestimate how much font licensing affects real operations. Them Bones is a commercial font, so double-check the license before using it on merchandise, client deliverables, digital templates you sell, or physical products you manufacture. Most reputable sellers include clear terms—but when in doubt, reach out. Using a font without proper rights can create headaches down the line, especially if your brand scales.
Real-world examples help ground this. A coastal apothecary uses Them Bones for “Sea Witch Salts” on glass jars, then pairs it with Open Sans for usage instructions. A children’s book illustrator uses it for chapter titles in a middle-grade fantasy series—and keeps body text in a gentle serif. A pop-up dessert stall prints Them Bones on chalkboard-style flyers (“Specter Sundaes — Now Serving!”), then uses a clean sans for flavors and prices.
What makes Them Bones especially valuable for small teams is how little design overhead it requires. You don’t need advanced typography knowledge to use it well. Just ask yourself: Where does my customer first connect with my brand? Is it the sticker on their package? The banner above my shop’s homepage? The bold name on my product label? That’s where Them Bones earns its place—not as decoration, but as deliberate, recognizable voice.
At its core, great branding isn’t about being everywhere—it’s about being *remembered* somewhere. And Them Bones gives small businesses a distinct, ownable way to do just that: with warmth, wit, and just the right amount of whimsy.
