Avondale Type Co. Releases Tillo Type in partnership with Portillo’s In-House Design Teams: The Official Custom Typeface for Portillo’s
Avondale Type Co., the Chicago-based type foundry known for crafting bespoke, brand-defining type systems, proudly announces the official release of Tillo Type — the custom typeface family created for Portillo’s. Designed as the typographic backbone of the beloved restaurant brand, Tillo Type unifies Portillo’s voice across packaging, in-store environments, digital platforms, advertising, and nationwide expansion.
Developed in close collaboration with Portillo’s brand leadership and creative teams, Tillo Type translates the energy of a Chicago institution into a cohesive, scalable typographic system. The family captures the bold, no-nonsense spirit of the brand while delivering the flexibility and performance required for a fast-growing, publicly traded restaurant company operating at national scale.
Portillo’s partnered with Avondale Type Co. to engineer a proprietary type family built specifically for its operational and brand needs. Tillo Type balances personality with precision, allowing everything from menu boards and drive-thru signage to mobile ordering interfaces and nationwide campaigns to speak in a unified visual voice. The system includes multiple weights and optimized display styles inspired by classic Chicago Sign Painting, paying homage to the heritage and roots of the original Portillo’s Dog House. “Typography is infrastructure,” said Jason Schwartz, Co-Founder of Avondale Type Co. “With Tillo Type, we created a custom system that honors Portillo’s Chicago heritage while giving the brand a modern foundation built for growth, consistency, and long-term scalability.”
Tillo Type reflects a strategic investment in brand equity. By owning its typographic voice, Portillo’s strengthens recognition, improves consistency across franchise and corporate touchpoints, and ensures every customer interaction from packaging to pixel reinforces the same distinct brand experience.
About Avondale Type Co.
Avondale Type Co. is a collaborative foundry and design studio specializing in custom typeface creation, enterprise licensing, and typographic strategy. Based in Chicago, ATC partners with ambitious brands to build proprietary type systems that drive consistency, distinction, and measurable brand impact.
About Portillo’s
Portillo’s is a nationally recognized restaurant brand known for its Chicago-style hot dogs, Italian beef sandwiches, and iconic dining experience. Founded in 1963, the company has grown from a single hot dog stand into a publicly traded brand with locations across the United States.
Press
Feb 10