Colabor, one of the largest food distributors in the country, has been firmly established in Quebec for several decades. Its clientele consists of a variety of institutions of all sizes: schools, restaurants, hospitals, caterers, retirement homes and others. They wanted to refresh the identity of its controlled brand, MENU. When creating the concept, it was decided to opt for a typeface inspired by a familiar sight to Colabor’s clientele: menu boards, which are widely used in cafés, bistros and cafeterias. The result is simple and accessible, just like the MENU brand.