“For the reopening of La Maison de la Vache Qui Rit (‘The House of the Laughing Cow’)—the museum of cheese brand The Laughing Cow—design firm deValence was invited by architectural firm Encore Heureux to work on the museum’s new visual identity, communication and signage. After thorough research in The Laughing Cow’s design archive of almost 100 years, we developed MVQR, a custom typeface that synthesizes and reinterprets The Laughing Cow’s brand type history, to play a key role in the new identity. MVQR takes its roots in late 19th- and early 20th-century printing woodblocks; it features a singular set of vertically centered small caps made to compose perky and distinctive headlines throughout the communication and signage system of the museum.”