{"id":21103,"date":"2022-11-17T06:00:00","date_gmt":"2022-11-17T12:00:00","guid":{"rendered":"https:\/\/freshcup.com\/?p=21103"},"modified":"2022-11-21T11:19:17","modified_gmt":"2022-11-21T17:19:17","slug":"reading-the-signs","status":"publish","type":"post","link":"https:\/\/freshcup.com\/reading-the-signs\/","title":{"rendered":"Reading the Signs: How To Use Signage Effectively In Your Caf\u00e9"},"content":{"rendered":"

This article was originally published on January 30, 2019.\u00a0<\/em><\/p>\n

Are your signs conveying the right message? The moment a new customer walks through your door, they\u2019re looking for signs to navigate an unfamiliar space.\u00a0<\/span><\/p>\n

Well-designed signage allows customers to comfortably order food and beverages, find their way around the space, learn about your brand and products, and even share your space with social media followers.<\/span><\/p>\n

There are endless options these days: painstakingly handcrafted signs painted by professional artists, tried-and-true chalkboard signs, high-tech LED screens that show high-res photos of products, and the trendy letter boards of 2018.<\/span><\/p>\n

We talked to experts in sign manufacturing, interior design, and people who run caf\u00e9s on the best way to ensure your caf\u00e9 communicates the message you want customers to receive.<\/span><\/p>\n

Looking for a Sign<\/span><\/h2>\n

Andee Hess, the founder of Osmose Design<\/a> in Portland, Oregon, has a track record of designing influential interiors for trendsetting food and drink brands, including\u00a0<\/span>Stumptown Coffee Roasters<\/span><\/a>,\u00a0<\/span>Salt & Straw<\/span><\/a>, and Small Tea in Miami, Florida.<\/span><\/p>\n

\u201cWe always start with a client, helping them define who they are, and getting a good understanding of the brand, their voice, and how they interact with their customers,\u201d says Hess. \u201cEven when we start to look at menus and all these other little pieces, it needs to tie back to this core of who the company is, who the brand is, and how they want to be represented.\u201d<\/span><\/p>\n

\"\"
Stumptown Coffee. Photo by Nicolle Clemetson<\/figcaption><\/figure>\n

Whether you\u2019re planning the buildout of your first caf\u00e9, opening a second location, or redesigning a few shop elements, it\u2019s a good practice to take some time to define your brand and who your audience is.<\/p>\n

\u201cAs [caf\u00e9 owners] are still developing their brand identity, it\u2019s really important to figure out who their target customer base is going to be,\u201d advises Joseph Hewitt. Hewitt is a creative technologist and fabricator for Fortitude, a design and manufacturing firm in Portland, Oregon, who redesigned Stumptown\u2019s menus in 2018. \u201cThat can be very different depending on where the caf\u00e9 is or the personal style of the person opening it. You don\u2019t want to get sick of something you\u2019re going to be in and around every day.\u201d<\/p>\n

\"\"
Stumptown Coffee<\/a><\/figcaption><\/figure>\n


\nIf you\u2019re going to open a location in a part of town that you\u2019re unfamiliar with, get to know the locals. Do you want to serve hurried professionals in the early morning on their way to work or the lingering parents and their pre-K toddlers in the afternoon? Both? While a rushed banker in the morning won\u2019t care much about where your restrooms are, you can be sure that a parent with a messy eater will feel at ease knowing there\u2019s a washroom nearby and whether or not they\u2019ll need to ask for a key.<\/span><\/p>\n

Thinking about local demographics, who you want to attract, their unique needs, and their aesthetic preferences will be essential in selecting verbiage and materials that are welcoming and useful to customers.<\/span><\/p>\n

Once you\u2019ve defined your target market, start gathering examples of design elements, colors, typography, and materials that your customers will respond positively to and that you\u2019re excited about as well. Use these examples to develop an overall mood or concept for what your space will communicate.<\/span><\/p>\n

Serving Sayings<\/span><\/h2>\n

Menu items should be determined by brand identity, customer preferences, and what the caf\u00e9 space can produce.\u00a0<\/span><\/p>\n

Consider whether you will include origin names next to your brewed coffee offering. Will you promote a selection of flavored syrups to add to lattes? Will you offer food? What kind of food makes sense in your space, that your customers will like, and is on brand?<\/span><\/p>\n

Write exactly what you want customers to see when they read your menu and group items based on categories such as coffee, tea smoothies, food, etc. Also, think about how often you plan on changing menu items, whether prices are likely to change, and where the best spot in your caf\u00e9 is to place this information. This step will be key when determining what the menu looks like.<\/span><\/p>\n

\"\"
Queensberry Coffee. Photo by Chris Webber<\/figcaption><\/figure>\n

Queensberry Coffee<\/span><\/a>\u00a0(formerly Black Eye Coffee) in Denver, Colorado, features two menu boards: a vintage mirror salvaged from a local bar features the shop\u2019s coffee offerings, while a roll of butcher paper displays food offerings and is rewritten twice a year for seasonality. Michelle Ackerman, Queensberry\u2019s owner, chose that format specifically because the coffee offerings remain fairly constant while the food menu is refreshed seasonally.<\/span><\/p>\n

And on the rare occasion that Queensberry has to change its coffee prices?<\/span><\/p>\n

\u201cIt\u2019s basically a sticker that\u2019s been made that we stick onto the glass, onto the mirror,\u201d says Ackerman.<\/span><\/p>\n

Read the Room<\/span><\/h2>\n

Menus communicate your product offering, but there\u2019s also the rest of the space to consider. There\u2019s wayfinding, regulatory, informative, retail, and branded signage to fill your space with. Every word choice reflects your brand and can inform the customer experience, but some experts caution against over-communicating.<\/span><\/p>\n

\u201cFinding those words when working with clients is an exercise of being really concise and narrowing down what you\u2019re trying to communicate,\u201d says Hess. \u201cFinding those words, again, gets back to that core conceptual, \u2018Who is the brand, why are we doing this, what are we trying to say?\u2019\u201d<\/span><\/p>\n

When planning signage throughout the shop, Hess advises that owners take the information they\u2019ve developed to describe their brand and distill it into the most concise language possible.<\/span><\/p>\n

\"\"
Photo by Nathan Dumlao<\/figcaption><\/figure>\n

\u201cPeople are smart,\u201d she laughs. \u201cThey will figure it out. We don\u2019t have to dumb it down for them too much.\u201d Less text also saves hassle later on, as phrasing and certain language can become dated and need refreshing. Try using icons or images where possible, as they can have a more emotional tie to your customers.<\/span><\/p>\n

Ackerman used vintage postcards of Denver and famous boxers for her table numbers at Queensberry. The cards let the kitchen know where to deliver food while customers, unprompted, often take photos of the unique and personal touch for social media.<\/span><\/p>\n

\u201cWe definitely think about the brand and how we want to maintain a certain brand image,\u201d says Ackerman. \u201cWe\u2019re also very thoughtful about Instagram. Because the more Instagram-able everything is, the more visibility that brings to it.\u201d<\/span><\/p>\n

Test Your Type<\/span><\/h4>\n

One simple and inexpensive way to test out the functionality of your signage placement is to run a prototype test using design thinking. With just some paper, a marker, tape, and a few friends, you can create a mock-up of your signage in the space and simulate a regular day of business. Invite some friends who are unfamiliar with the space and have them pretend that they are new customers coming in to order drinks and navigate the space.<\/span><\/p>\n

\"\"
Photo by Mike Marquez<\/figcaption><\/figure>\n


\nAfter 10 minutes or so, talk to your participants to find out what questions they had and if your design had the desired effect. It\u2019s far cheaper at this stage to take feedback and alter the design rather than later after everything has been manufactured. You may need to run this exercise a few times before you find what works.<\/span><\/p>\n

Sign Into Effect<\/span><\/h2>\n

Now comes the fun part: making all your concepts a reality.<\/span><\/p>\n

\u201cIt\u2019s creating that story,\u201d explains Hewitt. \u201cIt\u2019s creating that storyline that will get people interested in not only what you\u2019re selling, but why you\u2019re there.\u201d<\/span><\/p>\n

Choosing materials, typography, colors, size, and placement of your signs should communicate a consistent story and feel throughout your space.<\/span><\/p>\n

If you\u2019re building your shop from scratch, you may want to find an interior designer who can develop a complete buildout and design concept for you. If you\u2019re designing the buildout yourself or only refreshing your signage, you can work directly with commercial companies, like Fastsigns<\/a>, or local artists. Ackerman reached out to her customer base when it came time to design new signage.<\/span><\/p>\n

\u201cWe get a lot of our ideas from regulars,\u201d she says. \u201cThe butcher [paper], the artist is a regular here; they come in quite a bit. And I think that\u2019s what\u2019s so cool about coffee and community, is that your customers are such a great source, and just talking to your customers about what you\u2019re looking for. It\u2019s really great to engage with the community at that level.\u201d<\/span><\/p>\n

Make sure that whomever you\u2019re working with understands your brand aesthetics, customer needs, and placement by having a conversation with the designer using examples from your mood board to demonstrate what you\u2019re looking for.<\/span><\/p>\n

Often when working with a branding firm, graphic designer, or interior designer, they\u2019ll be able to draft a digital mock-up of the buildout so you can get a sense of where text will appear, the scale, and color choices.<\/span><\/p>\n

Will Lynes is a Sydney-based sign designer whose company,\u00a0<\/span>Lynes & Co.<\/span><\/a>, specializes in hand-painted signage, gilding, and decorative glasswork. Lynes recommends that caf\u00e9 owners think thoroughly about physical material and their appearance in real life before committing to a particular design.<\/span><\/p>\n

\"\"
Gilded lettering by Will Lynes.<\/figcaption><\/figure>\n

\u201cThere\u2019s a little bit of a disconnect between how [the sign] looks on screen mocked up versus how it looks in real life when you actually view it,\u201d he says. Lynes recommends talking to more than one design professional and using their expert opinions to inform design decisions.<\/span><\/p>\n

When completed, well-functioning signage will build a base of regular customers and boost sales. Ackerman found that the scale and placement of her menu board play a big role in managing lines.<\/span><\/p>\n

\u201cFunctionally, it\u2019s really nice because people can make it through the line pretty quickly, and they\u2019re able to see what\u2019s offered and instantly know what they want, as opposed to wandering around trying to decide,\u201d she says.<\/span><\/p>\n

Reading the Future<\/span><\/h4>\n

In just the last decade, signage trends have changed drastically. Neon, custom letter boards, and \u201cInsta-worthy\u201d signage have all become ubiquitous in caf\u00e9 spaces worldwide. Social media platforms like Instagram and Pinterest are the likely cause behind these shifts in taste.<\/span><\/p>\n

\u201cA venue opens and becomes really popular, people Instagram it, and then that kind of builds up their presence online,\u201d remarks Lynes. \u201cThen people start to notice and tend to look at that place as a guide as to what to follow, almost as a formula.\u201d<\/span><\/p>\n

While social media can be an excellent source of inspiration and a great marketing tool, overemphasizing social media\u2019s importance can lead to derivative design or signage choices that will quickly become dated.<\/span><\/p>\n

\u201cPeople are always asking for those Instagram-able moments, right?\u201d notes Hess. \u201cIf you\u2019re providing something that\u2019s more complex and has some more thought in it and has the message interwoven cleverly, I think that\u2019s more exciting.\u201d<\/span><\/p>\n

Looking forward to what the next signage trends will be invading our social media feeds, Hewitt suggests flip disc signs similar to those found in train stations. \u201cYou hear this acoustic clattering, and visually, it kind of looks like a word jumble, and then all of a sudden, the information comes out of it.\u201d<\/span><\/p>\n

Hess is excited to integrate more backlit and glowing graphics into her work.<\/span><\/p>\n

\"\"
Photo by Eugene Taylor<\/figcaption><\/figure>\n

\u201cYou can read it, it produces light in the space,\u201d she says. \u201cThat\u2019s kind of a challenge to us, of what\u2019s another way to integrate on that idea where it\u2019s like using technology more than a flat board with a light shining on it.\u201d<\/p>\n

Whatever ends up as the next big thing, caf\u00e9 owners should always ensure that their signage makes sense for their brand, customers, and business.<\/p>\n

Cover photo by Will Lynes.\u00a0<\/em><\/p>\n

This article was originally published on January 30, 2019 and has been updated to meet Fresh Cup’s current editorial standards.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

How cafe owners can design in-store signage that tells the right story to customers.<\/p>\n","protected":false},"author":1145,"featured_media":21105,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"limit_modified_date":"","last_modified_date":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}},"beyondwords_generate_audio":"","beyondwords_project_id":"","beyondwords_content_id":"","beyondwords_player_style":"","beyondwords_language_id":"","beyondwords_title_voice_id":"","beyondwords_body_voice_id":"","beyondwords_summary_voice_id":"","beyondwords_error_message":"","beyondwords_disabled":"","beyondwords_podcast_id":"","beyondwords_hash":"","publish_post_to_speechkit":"","speechkit_hash":"","speechkit_generate_audio":"","speechkit_project_id":"","speechkit_podcast_id":"","speechkit_error_message":"","speechkit_disabled":"","speechkit_access_key":"","speechkit_error":"","speechkit_info":"","speechkit_response":"","speechkit_retries":"","speechkit_updated_at":"","_speechkit_link":"","_speechkit_text":""},"categories":[24],"tags":[],"jetpack_publicize_connections":[],"acf":[],"yoast_head":"\nReading the Signs: How To Use Signage Effectively In Your Caf\u00e9 - Fresh Cup Magazine<\/title>\n<meta name=\"description\" content=\"How cafe owners can design in-store signage that tells the right story to customers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/freshcup.com\/reading-the-signs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reading the Signs: How To Use Signage Effectively In Your Caf\u00e9\" \/>\n<meta property=\"og:description\" content=\"How cafe owners can design in-store signage that tells the right story to customers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/freshcup.com\/reading-the-signs\/\" \/>\n<meta property=\"og:site_name\" content=\"Fresh Cup Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/FreshCupMagazine\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-11-17T12:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-11-21T17:19:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/freshcup.com\/wp-content\/uploads\/2019\/01\/Signage_Brickfields_Main_1015x575.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1015\" \/>\n\t<meta property=\"og:image:height\" content=\"575\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jordan Johnson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@FreshCupMag\" \/>\n<meta name=\"twitter:site\" content=\"@FreshCupMag\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jordan Johnson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/freshcup.com\/reading-the-signs\/\",\"url\":\"https:\/\/freshcup.com\/reading-the-signs\/\",\"name\":\"Reading the Signs: How To Use Signage Effectively In Your Caf\u00e9 - Fresh Cup Magazine\",\"isPartOf\":{\"@id\":\"https:\/\/freshcup.com\/#website\"},\"datePublished\":\"2022-11-17T12:00:00+00:00\",\"dateModified\":\"2022-11-21T17:19:17+00:00\",\"author\":{\"@id\":\"https:\/\/freshcup.com\/#\/schema\/person\/dc1d0e0f9b8b70b75a5966bed3633a55\"},\"description\":\"How cafe owners can design in-store signage that tells the right story to customers.\",\"breadcrumb\":{\"@id\":\"https:\/\/freshcup.com\/reading-the-signs\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/freshcup.com\/reading-the-signs\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/freshcup.com\/reading-the-signs\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/freshcup.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Retail and Commerce\",\"item\":\"https:\/\/freshcup.com\/category\/retail-commerce\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Coffee Shop\",\"item\":\"https:\/\/freshcup.com\/category\/retail-commerce\/in-the-cafe\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"Reading the Signs: How To Use Signage Effectively In Your Caf\u00e9\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/freshcup.com\/#website\",\"url\":\"https:\/\/freshcup.com\/\",\"name\":\"Fresh Cup Magazine\",\"description\":\"Coffee Industry Stories and Insights\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/freshcup.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/freshcup.com\/#\/schema\/person\/dc1d0e0f9b8b70b75a5966bed3633a55\",\"name\":\"Jordan Johnson\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/freshcup.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/35b08e43e7b1e4ddcd0bb26ab8704822?s=96&d=https%3A%2F%2Fp194.p3.n0.cdn.getcloudapp.com%2Fitems%2FNQu4LeXQ%2Fd67247f7-9611-4038-b16a-7478cd067ca3.jpg%3Fv%3Dfdbe2c631762f9448134eee172d9efb5&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/35b08e43e7b1e4ddcd0bb26ab8704822?s=96&d=https%3A%2F%2Fp194.p3.n0.cdn.getcloudapp.com%2Fitems%2FNQu4LeXQ%2Fd67247f7-9611-4038-b16a-7478cd067ca3.jpg%3Fv%3Dfdbe2c631762f9448134eee172d9efb5&r=g\",\"caption\":\"Jordan Johnson\"},\"url\":\"https:\/\/freshcup.com\/author\/jordan-johnson\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Reading the Signs: How To Use Signage Effectively In Your Caf\u00e9 - Fresh Cup Magazine","description":"How cafe owners can design in-store signage that tells the right story to customers.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/freshcup.com\/reading-the-signs\/","og_locale":"en_US","og_type":"article","og_title":"Reading the Signs: How To Use Signage Effectively In Your Caf\u00e9","og_description":"How cafe owners can design in-store signage that tells the right story to customers.","og_url":"https:\/\/freshcup.com\/reading-the-signs\/","og_site_name":"Fresh Cup Magazine","article_publisher":"https:\/\/www.facebook.com\/FreshCupMagazine\/","article_published_time":"2022-11-17T12:00:00+00:00","article_modified_time":"2022-11-21T17:19:17+00:00","og_image":[{"width":1015,"height":575,"url":"https:\/\/freshcup.com\/wp-content\/uploads\/2019\/01\/Signage_Brickfields_Main_1015x575.jpg","type":"image\/jpeg"}],"author":"Jordan Johnson","twitter_card":"summary_large_image","twitter_creator":"@FreshCupMag","twitter_site":"@FreshCupMag","twitter_misc":{"Written by":"Jordan Johnson","Est. reading time":"10 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/freshcup.com\/reading-the-signs\/","url":"https:\/\/freshcup.com\/reading-the-signs\/","name":"Reading the Signs: How To Use Signage Effectively In Your Caf\u00e9 - Fresh Cup Magazine","isPartOf":{"@id":"https:\/\/freshcup.com\/#website"},"datePublished":"2022-11-17T12:00:00+00:00","dateModified":"2022-11-21T17:19:17+00:00","author":{"@id":"https:\/\/freshcup.com\/#\/schema\/person\/dc1d0e0f9b8b70b75a5966bed3633a55"},"description":"How cafe owners can design in-store signage that tells the right story to customers.","breadcrumb":{"@id":"https:\/\/freshcup.com\/reading-the-signs\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/freshcup.com\/reading-the-signs\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/freshcup.com\/reading-the-signs\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/freshcup.com\/"},{"@type":"ListItem","position":2,"name":"Retail and Commerce","item":"https:\/\/freshcup.com\/category\/retail-commerce\/"},{"@type":"ListItem","position":3,"name":"Coffee Shop","item":"https:\/\/freshcup.com\/category\/retail-commerce\/in-the-cafe\/"},{"@type":"ListItem","position":4,"name":"Reading the Signs: How To Use Signage Effectively In Your Caf\u00e9"}]},{"@type":"WebSite","@id":"https:\/\/freshcup.com\/#website","url":"https:\/\/freshcup.com\/","name":"Fresh Cup Magazine","description":"Coffee Industry Stories and Insights","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/freshcup.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/freshcup.com\/#\/schema\/person\/dc1d0e0f9b8b70b75a5966bed3633a55","name":"Jordan Johnson","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/freshcup.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/35b08e43e7b1e4ddcd0bb26ab8704822?s=96&d=https%3A%2F%2Fp194.p3.n0.cdn.getcloudapp.com%2Fitems%2FNQu4LeXQ%2Fd67247f7-9611-4038-b16a-7478cd067ca3.jpg%3Fv%3Dfdbe2c631762f9448134eee172d9efb5&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/35b08e43e7b1e4ddcd0bb26ab8704822?s=96&d=https%3A%2F%2Fp194.p3.n0.cdn.getcloudapp.com%2Fitems%2FNQu4LeXQ%2Fd67247f7-9611-4038-b16a-7478cd067ca3.jpg%3Fv%3Dfdbe2c631762f9448134eee172d9efb5&r=g","caption":"Jordan Johnson"},"url":"https:\/\/freshcup.com\/author\/jordan-johnson\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/freshcup.com\/wp-content\/uploads\/2019\/01\/Signage_Brickfields_Main_1015x575.jpg","jetpack_shortlink":"https:\/\/wp.me\/pf7LWY-5un","_links":{"self":[{"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/posts\/21103"}],"collection":[{"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/users\/1145"}],"replies":[{"embeddable":true,"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/comments?post=21103"}],"version-history":[{"count":0,"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/posts\/21103\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/media\/21105"}],"wp:attachment":[{"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/media?parent=21103"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/categories?post=21103"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/freshcup.com\/wp-json\/wp\/v2\/tags?post=21103"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}