Studio Chapeaux argues that typography has become the most important element of packaging design, with bold, distinctive typefaces outperforming logos and illustrations by remaining legible, expressive, and impactful on crowded shelves. To demonstrate this approach, the studio created SC Ostrea, a custom typeface designed specifically for its oyster and beer brand, showing how typography can become an integral part of a product's identity rather than a supporting element. The project also marks the beginning of a type foundry focused on packaging, addressing what the studio sees as a lack of typefaces optimized for high-impact commercial products.