The word cariad is one of the most familiar terms in the Welsh language. It translates simply as “love,” but in everyday speech it’s used much like darling, sweetheart, duck, flower, petal, treacle, sausage and more. This design centres the word itself, using bold lettering and a slightly retro graphic style that gives it the feel of an old badge or sign. The layout stays simple and balanced, letting the word carry the warmth behind it. In Wales you’ll hear cariad everywhere - between family, friends, hairdressers, plumbers, scaffolders, garden centre managers, insurance loss adjusters, council planning officers, funeral directors and whoever happens to be standing next to the kettle. A bright graphic built around one small Welsh word that manages to say quite a lot.
