Restaurant menu redesign,
before and after.

Creative director note

The original was a wall of type: no whitespace, no coastal identity, no reason to linger. The makeover introduced a clean editorial hierarchy — generous breathing room between sections, one refined serif that signals quality, and a structure that draws the eye from starters to mains without competing for attention. Guests scan it in seconds. Staff upsell with confidence.

Creative director note

Victor Cafe has hosted opera singers at the table since 1918. The original menu looked like a typed list — no presence to match the legend. The makeover applied a heritage broadside treatment: operatic type hierarchy, warm ivory tones, and a section order that puts high-margin dishes in the prime reading positions. The menu now matches the room.

Creative director note

A working bar menu that did the job and nothing more. The makeover applied editorial restraint: sharp weight contrast between section headers and items, deliberate spacing that feels curated rather than listed, and a tone that suits a serious craft-beer culture. The result looks like a menu from a place that takes what it serves seriously — because it does.

Creative director note

Multiple competing panels, boxed sections, small type — the original menu made ordering feel like a task. The makeover distilled it into a single-column hierarchy: clear section headers, room to breathe between items, and a warmth that says 'we know you here.' The kind of menu that makes guests feel like regulars from the first visit.

Creative director note

An off-the-shelf template with clashing colors, overpowering stock photography, and price blocks that fought the dish names. The makeover replaced the visual noise with an earthy, composed palette — ochre, warm terracotta — and a layout that lets the cuisine lead. The result feels like a real cantina, not a franchise.

Creative director note

The original leaned on stock photography and generic label typography — a template that fit any restaurant and therefore represented none. The makeover built a bold cantina identity from the ground up: confident display type, an ochre-and-terracotta palette, and a layout architecture that puts cuisine front and centre. The menu finally matched the kitchen's ambition.