Project Statement
Mad Monkey is a trendy Korean restaurant known for its signature spicy tofu stew (soon dubu-jjigae), catering to a casual dining crowd with a fun and vibrant atmosphere. The challenge was to design a menu that reflected the restaurant's casual and playful brand and effectively highlighted the spiciness of its signature dish.
To tackle this problem, I researched design inspirations aligned with Mad Monkey's brand identity. The initial design drafts aimed to capture the restaurant's energetic vibe while showcasing the customizable spiciness of the tofu stew.
I collaborated closely with the client throughout the project, presenting each menu iteration and gathering detailed feedback. Adjustments ensured the design resonated with the restaurant’s target audience. This iterative process included refining color schemes, typography, and layout to enhance the visual appeal and functionality of the menu.
The final design successfully combined a casual, fun aesthetic with clear, engaging elements that emphasized the unique spiciness of Mad Monkey's signature dish, ensuring the menu was both on-brand and appealing to customers.
Researching and Sketching Ideas
Before making any design sketches, I created a mood board to help me understand the menu's visual language. The mood board helped me find the typefaces, imagery, and colors that would make each element of the menu harmonious.Â
The next step is sketching the design of the menu by making as many possible layouts. This menu must have the dish's name, prices, divided sections of words, and the restaurant name. A sense of hierarchy across the menu is essential in guiding the customer to read the menu's contents. I chose the best sketch for the layout with the best menu item organization.
Iterative Designs
I transferred the sketches to InDesign and started to digitalize the menu design. Each draft is based on feedback from the client that focuses on creating the layout and refining the design to be more visually appealing.
Draft no.1
Draft no.2
Draft no.3
Final draft
Final Menu Mockups