Designing custom menus and wine lists was another promotional perk we offered to restaurants that hit specific order volumes. Sales reps from different states would submit requests for their accounts, and these projects were easily some of my favorites to take on just because of how much creative freedom I had. My initial approach was always to build out a layout that felt completely native to the restaurant’s existing brand identity.

However, a good portion of the time, I’d only get a logo to work with and a blank slate. That’s where the fun really started. Since I didn’t have strict brand guidelines tying me down, I got to build out the rest of their visual aesthetic from scratch. I’d play around with custom dimensions, unique paper folds, and fresh typography to make the physical piece really stand out. It was a great opportunity to push past standard formats and deliver a tactile menu that elevated the dining experience.