Menu Design Package

Town, is a high-end, unique, luxurious, and formal Chinese dining experience. The target audience of this restaurant experience reaches out to all but is focused on those in their 30s- 60s. I have created a fully customized menu featuring authentic Chinese specialties, desserts, and beverages. A double-sided table tent with featured and specialty items as well as a fully functioning brochure have also been created. This brochure will advertise the menu and services available in a marketing strategy throughout the community. All these elements will assist in leaving clients with a memorable dining experience and looking forward to their next visit.

The menu is designed in a book format with a front cover, two interior pages presenting the menu, and finally a back cover with minimal closing information. With this in mind, I designed a sleek and elegant look using the color palette of red, black, gold, dark green, and light grey while incorporating black leather for the background. The Athelas font is used throughout and the section headers were also beveled. The item descriptions are all italicized giving the illusion of two different fonts. Traditional Chinese borders and chopsticks were added for decorative accent pieces. To add to the elegance each of the food item photos has the corners clipped and a decorative border added. The primary items are all presented in photographic form while all secondary items are in script form. Finally, a map, QR code, and contact information were added for easy access.

The brochure reflects the menu as an external extension of the menu brand to the community and can be placed in lobbies and other fine businesses around town. The image of the exterior of the building intends to promote the brand’s strength indicating that this establishment is located in a stand-alone in private ownership compared to just a rental in a strip mall. The entire design package keeps guests focused on what Town does best, providing quality Chinese cuisine in a luxurious dining atmosphere.

Logo Design Package

A company logo is the face of a company and what sets the company apart from others. Brand consistency is what helps provide consumer trust in a company. This new Upper Crust Bakery design effectively uses design elements, a unique color palette, and a crisp serif font to stand the test of time.

The design elements include an all-in-one concept starting with the background panel. The next critical element was to fit the business name into the panel with the Upper Crust portion on a slight arc to compliment the shape of the panel with the Bakery line a few points smaller on a straight line below. I chose the French Baker’s Hat to further the notion of a French Bakery. The fleur-de-lis and dots were chosen to add a bit more elegance and to compliment the hat. The bubble on top of the panel was added to encapsulate the baker hat while also adding to the uniqueness of the overall panel shape. All of the design elements come together to provide a simple, symmetrical, crisp clean look. The design elements also provide exact scalability of the logo, regardless of how large or small the design needs to be. I chose the font Plantagenet Cherokee for its ability to melt perfectly in with the overall appearance.

With these design elements in place and the intended concept now complete I turned to the color palette. The color palette revolved around warm and natural, earth tones consisting of brown, gold, and burnt red. These colors also mimicked the natural color of finished bakery items. The logo name is presented in an off-white color to provide strong contrast for easy identification. All the accent items are fitted with a golden color. The completed logo consists of four colors that work extremely well together. With its organic and appealing design, a consumer’s senses can virtually smell and imagine the warm tasty delectables waiting for them, thus creating not only a visual communication but an emotional response as well.