The client reached out, asking if I could design a menu for their business’s product offerings. They asked that the menu be very straightforward and devout of any large graphics. The menu also needed to be scalable so that it could be legible in both print and hand painted on a wall.
I wanted the font to inform the layout of the menu. During the discovery phase, I researched sans serif fonts that were legible yet classic and landed on Fertigo Pro. After distilling the menu down to the key product offerings, I designed an information matrix. This matrix employs hierarchy to make the information easy to consume for new customers.