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About

SHOPSINS menu re-design
Published:
Shopsins 

Shopsins General Store is a diner located at 120 Essex St. NY, NY 10002. When I first saw the original menu with thousands of items crammed into five pages, I felt overwhelmed and confused. The menu I designed represents this experience. 

In order to read this menu, it must be folded multiple times evenly. Reading left from right, the breakfast menu is visible on one side; the lunch menu can be seen on the opposite side, creating an optical illusion. 
As you can see above: 
"BREAKFAST STARTS HERE EGGS WITH ANY TOAST...."
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Pratt Institute, Typographic Design III (2013)
Professor J. Tung