The present-day Indian matchboxes have a predominant typographic appearance which juxtaposes the image inside a central container that achieves the focus of attention. Gist of the discourse: -A short background of Indian matchbox industry and a brief discussion on how popular visual culture affects the civilization in India. -The factors that govern the decision of endorsing a particular motif or a symbol and ways in which typography supports the brand image. -Discussion will transform quickly into the design history of layouts - focussing on typefaces and font styles. -Defining styles & Categorizing archetypal layouts viz., Cartouche style, double oval style, excelsior style decorative cartouche, borders. -Transformation of typography on labels from early matchbox labels to contemporary era in India. -Font Formulas applied to match labels make the consumer good attractive. -The GUI software like Photoshop and Corel draw that introduced scaling and warping the fonts, soon favourably engulfed the graphic art discipline and thus bringing substantial changes in the imagery. -Are Indian Match designs are good designs in the typographic context? -Archetypes, Prototypes and copyright issues.