Avondale Type Co. Announces The Official Custom Typeface for Portillo's Hot Dogs
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, the fast-casual restaurant concept known for its menu of Chicago-style favorites.
CHICAGO, IL / ACCESS Newswire / March 9, 2026 / Avondale Type Co. Releases Tillo Type in partnership with Portillo's In-House Design Team: The Official Custom Typeface for Portillo's
Chicago, IL - 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, the fast-casual restaurant concept known for its menu of Chicago-style favorites. Designed as the typographic backbone of the beloved restaurant brand, Tillo Type unifies Portillo's voice across packaging, in-restaurant collateral, digital platforms, and advertising.
Developed in close collaboration with the Portillo's team, Tillo Type translates the energy of a Chicago institution into a cohesive, scalable typographic system. The family captures the bold spirit of the brand while delivering the flexibility and performance required for a fast-growing, publicly traded restaurant company.
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 advertising 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 brand touch points, and ensures every guest 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 one-of-a-kind brand that has grown from a small hot dog trailer in Chicago to more than 100 restaurants across 11 states. Known for its unique menu of craveable Italian beef sandwiches, Chicago-style hot dogs, char-broiled burgers, fresh salads and iconic chocolate cake, Portillo's is beloved in both its home of Chicagoland and across new and growing markets. Portillo's operates a company-owned model of not just restaurants - but experience-focused destinations that blend dine-in, drive-thru, takeout and delivery to serve our guests with the food they crave. And now, after six decades of success and counting, Portillo's is on a mission to bring its iconic food and unforgettable dining experience to guests across the country.
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SOURCE: Avondale Type Co.