Founding Farmers Menu Redesign
In 2017, Founding Farmers decided it was time to give their menus a facelift. With a lunch/dinner menu of over 125 items, a suitable wayfinding system was crucial to the design of the menu. The solution was to use illustrations (in a style reminiscent of lithography; a form of art popular during the Founding Fathers era) to tour guide guests from starters, to lighter (lunch) entrees, and then down to larger (dinner) entrees. The result is a light and airy design and evokes a modern farmhouse feel, which perfectly matches the interior design and atmosphere of the flagship store in downtown Washington, D.C.