"I've been surrounded by letterforms, ink, paper, and printing presses since the day I was born. My father's print shop was my playground, and my love for craft and detail is his legacy.
For over twenty years, I’ve been working with type, ink, and card, and I pour every bit of that experience into each set of bespoke letterpress printed cards I create."
Andrew Areoff – Founder of Smell The Ink®
"Those things that we now see as ‘inconsistencies’ thanks to the precision of digital, are the hallmarks of letterpress." – Dan Rubin
Lead type is superbly crafted but because it is non-digital, there are subtle differences between individual characters, spacing, alignment and general appearance – part of the character of this kind of letterpress.
Each card is unique being hand-printed with subtle yet noticeable variances between the inking of each card – adding to the visual aesthetic of this kind of letterpress.
This is not punch-you-in-the-face deeply impressed letterpress. Instead the letters are 'kissed' onto the paper for a handcrafted, one-of-a-kind, imperfection.
This printing is kind on the earth because the vast majority of lead type in use has been around for decades and continues to be used, loved and passed on to a new generation of letterpress printers. Plus hand printing and hand cutting means there is very little in the way of non-renewable energy used, instead good old fashioned human effort.
"Those things that we now see as ‘inconsistencies’ thanks to the precision of digital, are the hallmarks of letterpress." Dan Rubin
Logo – set in 10pt Baskerville lead type, printed and scanned.
Website typefaces – P22 Underground & Utopia Standard by Type kit.
Words, photographs and creative direction – crafted by Dan Rubin.
Photo location – courtesy of Barlow & Fields.
Inspiration – Leonard Areoff, the father of Smell The Ink®'s founder who was a letterpress printer (1926-1993).
Featured card stocks – Cranes Lettra, Fedrigoni Sirio Blue, Colorplan Citrine
Props – card Case by Tanner Goods, The Art of Printing, Olympia Manual Typewriter, Leica M3 camera, Jay Nay Wooden Guillotine.
The Economist on the renaissance of letterpress printing
Letterpress printers are running out of @ sysmbols and hashtags
New and vintage items for the home from Labour & Wait
The golden age of UK manufacturing recreated in bang up to date products from Urban Cottage Industries
An eclectic range of envelopes from Luiban Papeterie in Berlin
We do bespoke, we work collaboratively, we love to hear from our appreciative new and current customers