The launch of this restaurant presented the problem of applying a structure and uniformity to an always changing, supremely creative set of menu items. Crafting a modular, dynamic, multi-use menu template built to accept a continually changing number of themes, sales focuses, sections, and items was one of the tougher challenges I’ve been met with. My personal goal was to strike a good balance of a clean, digestible and easily accessible layout while accommodating wordy descriptions, uneven menu item quantities, and numerous modifiers and call outs… all while keeping it light and fun.

All menus had to be printed on demand and in-house by front of house staff, so sizing, color, and complexity were all limited. That meant no binding, folding, or multicolor prints. The major problems to solve became readily apparent once those limitations were cemented: how do you guide a customer’s eye and attention to result in the most purchases of the most desired items? My solutions came with focuses on font, type treatments, grids, and negative space.