Typography for hospitality
The choice of a typeface is not decoration. It is a signature.
A bistro that chooses a humanist sans-serif with generous spacing says something different from one that opts for a classical serif. Both choices are defensible — but neither is neutral.
What typography does
Typography regulates the rhythm of reading. On a menu, that rhythm is the pace at which a guest makes a choice. On a website, it is the speed at which a visitor makes a booking decision.
We work as standard with two weights: a text weight for running copy and a heavier weight for headings and accents.