___Menu
From my initial experimentations and contextual research, I decided that I wanted my menu to be 2:1 in size, long and thin. I made some initial mock ups and found that an A4 piece of paper folded in half was the perfect size for what i was looking for.
I wanted to keep the style of the receipt and order forms consistent throughout the company which is why i chose to keep the grid structure for the inner pages. I decided to mix the antique off-white coloured stock for the cover of the menu with pure white stock for the inside pages.
I also needed to keep both logo's prominent throughout the menu which is why I used the main logo on the initial two pages and the 'stamp' logo on the inserts. I really liked the idea that all stationery would look like it has the 'stamp' of approval.
I also used a mixture of the red and black type used together which separates the title and contents of each meal, thinking about hierarchy. The red stands out before the black which means your eyes are lead to read this first.
____Letterhead
I then moved onto the Letterhead. This is an important aspect of any business so i didn't want to mess around with too much. To keep to my clean consistent theme throughout the stationary, i used the main logo at the top centrally with the address of the restaurant at the very bottom.
I moved the text over slightly aligned to the right for the main body copy of the letter which not only makes it clearer and easier to read but also leave room for the stamp of approval mark which will overlap the text slightly to appear more like an actual stamp, but will not deter too much away from the main content of the letter which is obviously the most important aspect.
____Stationary
In Order L-R : Letterhead, Menu,
Receipt (on clipboard w/ bulldog clip and red elastic band)
and Order Forms
I then put the whole stationary together. There are still elements that need completing. I'm not sure whether to work more into packaging (such as the brown paper bag and the bottle of water) which I had initially mocked up.
On the whole I am pleased with this selection. I feel they work together well to create a solid brand and identity for the restaurant. The design is quite clean and contemporary on the whole which reflects the ideologies and food served at this particular restaurant.
I also though about price range when putting the menu together. I wanted it to look somewhere in the middle of top class dining experience and friendly warm environments, which is why the design aesthetic is very clean but also with hints of colour with the red bands and bars which emphasise the approachableness of the restaurant.
To move forward from here, I will hopefully work more with imagery. I want to combine type and image in order to create imagery that can be used in and around the restaurant. I will also need to focus on interiors and exteriors of the restaurant as a whole, thinking about furniture, signage, wall art and general layout to complete the full aesthetic experience of dining out.
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