Takeaway menuBayview Avenue, Toronto
Thirty-five pizzas.
One sheet.
Great pizza since1988
00The project
- Client
- Bigman’s Gourmet Pizzas
- Location
- Bayview Avenue, Toronto
- Format
- 11 × 17 in, printed both sides
- Year
- 2022
Bigman’s Gourmet Pizzas has been on Bayview Avenue in Toronto since 1988, hand-making pizza on a durum semolina crust and baking it on stone. In 2022 it needed a new takeaway menu. The client handed us a spreadsheet of more than three hundred lines; we set it as sixteen sections on one 11 × 17 sheet, printed both sides, and saw it from the first proof to the press file.
- Takeaway menu, 11 × 17 in, two sides
- Menu content structure
- Proof rounds
- Press files (CMYK)
01The list
Sixteen sections,
two sides.
The spreadsheet gave every dish two rows — the name and its price, then what is on it — section after section. On paper it all had to fold into one sheet: pizzas, salads, wings and burgers inside; pasta, mains, sandwiches, the combos and drinks outside. Every dish keeps that two-line form, and the thirty-five gourmet pizzas run in two unbroken columns under one row of sizes.
Inside64 dishes
- Large salads7
- Chicken wings3
- Ribs & rotisserie chicken3
- Gourmet burgers5
- Gourmet pizza35
- Make your own pizza4
- Gourmet panzerotti7
Outside70 dishes
- Pasta18
- Main dishes9
- Sandwiches8
- Snacks & bread3
- Side orders5
- Everyday specials6
- Pizza & wings combos4
- Beverages14
- Desserts3
#4Davisville#13Belsize#20Bayview#24Donlea#33Millwood#55Hanna#60Mount Pleasant
02Gourmet pizza
Named for the streets
around the shop.
Davisville, Belsize, Donlea, Millwood, Hanna, Mount Pleasant: many of the thirty-five gourmet pizzas carry the names of streets near the shop, so a regular knows the neighbourhood at a glance. Two new ones sit at the end — the Shanghai, with salted egg yolk and meat floss, and the Bubble Tea, with tapioca, pineapple and brown sugar. The printed menu sets them small on a dark ground; here they are re-set on a light card to be read.
Bigman’s Gourmet Pizza
All our handmade pizzas are made on a durum semolina crust and stone baked.
New
Shanghai
Mozzarella, brick cheese, salted egg yolk, meat floss, tomato sauce & herbs & basil
Bubble Tea
Mozzarella, brick cheese, tapioca, pineapple, brown sugar, tomato sauce & herbs & basil
Vegetarian Hot · Every pizza in small, medium, large and party sizes
03Sizes
Four sizes,
counted in slices.
Every pizza comes in four sizes. Above the prices the menu gives each one in inches and in slices, so a table can work out what to order by counting heads. Below, the four drawn to scale.
Small
11″ · 6 slices
Medium
13″ · 8 slices
Large
15″ · 10 slices
Party
18″ · 12 slices
04As printed
The outside:
pasta, combos, the cover.
Folded, the cover panel faces out: the restaurant’s wordmark, “Great pizza since 1988” and the terms of free delivery. Translucent dark panels sit over one photograph that runs under the whole sheet; the section heads are gold serif over a gold rule, and the red-and-yellow wordmark appears once, on the cover.
05Proofs
Ten proofs,
July to September.
The archive keeps ten PDFs of the menu, from the first layout at the end of July to the 11 × 17 press file at the end of September. White panels gave way to dark ones over the photograph; the section heads went from yellow sans-serif to gold bars before settling on gold serif over a gold rule.
0127 July
022 August
0310 August
0428 September · final
Great pizza since 1988
