When we were approached in the summer of 2007 by Prof. Avigdor Shinan of Hebrew University to design his wonderfully refreshing commentary on Pirkei Avot (The Tractate of Fathers), we really didn’t know what we were in for. What began merely as a third volume of the Avi Chai Siddur, transformed into a magical journey celebrating Jewish texts and Jewish art.
I doubt this has much to do with the design, but the book has sold over 50,000 copies to date – a certified best-seller in Israeli terms.

Read Dr. Zvia Valdan’s review and mention of our design here.
See Yaron London liking our typography here.