Menu Design

Print menu design for Osteria Procaccini, refreshing and reorganizing complex menu content while introducing a new visual aesthetic that departed from their original look while staying true to the existing color scheme.

The Problem

Design and deliver print-ready menus for four active restaurants under Gretalia Hospitality Group in Mercer County, NJ, each with a distinct brand identity and a high volume of content to organize. Working from loose brand references rather than formal guidelines, the work required interpreting each brand independently and building a layout system that felt native to it. With dozens of items, categories, prices, and descriptions per menu, the central challenge was hierarchy: making dense, complex information scannable, readable, and visually appealing all at once.

The Design Process

I started each menu by auditing all the content and determining the most logical way to group and sequence it before touching layout. Hierarchy and scale were the primary tools, using type size, weight, and spacing to create a clear reading order that could guide a customer through a full menu without friction. Osteria Procaccini's script identity called for warmth and rhythm, Lyberry's library-inspired café concept pushed toward something clean and minimal, and MTQ's BBQ brand pulled toward bolder, heavier type to match its character. All four menus were delivered to the client and are currently in use across the group's locations.

Print menu design for four active restaurants under Gretalia Hospitality Group, balancing dense content, typographic hierarchy, and distinct brand identities. Menus designed to convey dense information in clean, simple, and attractive layouts that showcase business offerings while drawing in customers. These menus create a memorable impression and improve the overall customer experience.

year

2024-2026

timeframe

Avg. 2 days per project

tools

Adobe Illustrator and InDesign