AAMI Royal Baby

​

​

Serious meat lovers know that the best steak is one that has been cooked to perfection; between rare

and medium-rare, where the meat is perfectly pink and juicy. Adopting a cheeky, unapologetic tone I

chose to write ‘Sorry About Your Shirt’ to convey that eating at ‘Melbourne Steak House’ is a dining

experience that might ruin your shirt, but the sacrifice is worth it (for the delicious steaks).

 

In order to make the typeface look as authentic as possible, I created the typography out of cooked steak juice, red and brown paint and Sriracha Sauce. The splatters of the paint were designed to look like blood, shot onto the bib after cutting into the steaks.

 

This type face creates the promise of what diners

can expect from Melbourne Steak House; Melbourne’s best steaks.