Menus on Clipboards
Daily specials on a giant roll of Kraft paper
Client: Bread Bar (Giminetti)
Role: Brand Identity, Page Layout
Concept: Working with the clients, we created a back story based on their renovation project. While renovating the deli space, Giminetti Bakery amassed quite a bit of unwanted and obsolete materials - old conveyors, huge whisks and other "tools of the trade," and pallets of business papers including old, unused order pads and blank invoices.
With this in mind, we repurposed these items help to drive the design. In the dining room the industrial equipment was used as decor. Aprons were draped on display over the rollers of the conveyors. I created office document mockups to look like they were from the 1950-70s, to use as the backgrounds for menus and feature displays. On all print material, the type choices were influenced either by industrial or typewriter aesthetics, or were handwriting fonts with a permanent marker look, which was a nod to the prominence of markers in restaurant and industrial kitchen environments.
