Typeface Design
2021
Designed as a display typeface for a beachside restaurant in
northeastern Florida, Pico Grotesque is an approachable sans
serif that combines coastal influences with Mexican cuisine.
AboutPico Grotesque was created to revive the visual identity for Burrito Works Taco Shop in Saint Augustine, Florida. One issue with the current taco shop menu and branding is the plethora of typefaces used, which sets a chaotic tone for an otherwise easy-going and relaxed dining experience. To solve this issue, it was important to create one versatile typeface that would set a fun and approachable tone while maintaining a structured appearance. The sans serif letterforms are inspired by the client’s coastal environment, mimicking the curve of ocean waves and surfboards, as well as the curved form of a taco shell. Aside from minor optical adjustments, the entirety of the typeface is built from a simple curve and straight lines. The combination of curved forms with straight vertical elements gives Pico Grotesque a playful yet bold presence. View the full specimen and process booklet here.
All design work by Lindsay Blumenfeld. None of the images used are my own. This project is not officially affiliated with or commissioned by Burrito Works Taco Shop in St. Augustine, Florida.