Optimistic Future chose typeface Plaak, created by Damien Gautier, to design the cocktail menu of the Syndicat bar. Inspired by the founding principle of the bar — bringing French products, including spirits, to the forefront of Parisian drinking —, they used 100% French ingredients: a typeface from 205TF, printed by a local Risograph-based studio, and materials sourced in the Marais and Saint Michel neighborhoods of Paris.
“Our layered design addresses the need to easily reference the different sections of the menu at Le Syndicat, a bar which is often crowded and dimly lit. The vertical orientation keeps elbows in, and the bright background keeps the lettering legible in low-light. Customers tend to stay longer at a bar with a food offer, so having it upfront was a primary design choice. Creating a bit of intrigue by developing the offer with the degustations builds to the focus of the menu, the cocktails.” — Optimistic Future