Ed “Big Daddy” Roth’s work was a unique mix of lettering, illustration, ink, paint, self-promotion, showmanship, slobber, snot, flies, chrome, scallops, and superchargers. He was also pretty good at marketing and branding long before those terms became corporate buzzwords, having plastered his face on model boxes, magazine covers, and T-shirt ads. We thought it would be cool to work with the guy who created all of that mayhem, and when House co-founder Andy Cruz mentioned the idea to art dealer friends Greg Escalante and Doug Nason, they replied, “Sounds bitchin’, here’s Big Daddy’s number.” Andy couldn’t believe that he’d been handed a direct line to the man himself. Andy called, Big Daddy answered, and after a long conversation about the Beatnik Bandit II, Photoshop strategies, and trademark protection, we had a deal to create the Rat Fink Fonts.