BonnBoni

Iman, a former forensics investigator turned chef, wanted to change her life and pursued baking. Being a natural scientist, she often explored recipes wherever the science lead her.  I frequented her food truck every Tuesday and Thursday after tasting her garlic aioli. Standing in line one day, I overheard customers complaining about the difficulty in understanding the menu. By then, 2 visits a week for 2 years turned into 'John, the usual?' At one point, she asked for my opinion on her branding. I was honest and conveyed feedback I collected from her other customers.

I worked with Iman to tighten up description to be more concise and make the pricing structure clearer, and utilizing icons as visual indicators to support menu headings. Redesigning the menu was not work, it was relationship building.