PROBLEM : For the past 5 years we've used free Coca-Cola menu boards with the push-in plastic letters. One board for hot subs, one for cold, one for salads and sides. The wall is a visual mess. We can't fit description text for the subs so when we list "The Beast", no one knows what kind of sub it is unless they ask. They don’t know which toppings are included and which are extra.
GOAL : We want one cohesive menu which we will have printed on a 4 ft x 8 ft board. We want it to be clear to read, visually appealing and enticing, and true to our brand of quality subs.
CHALLENGES : We are refreshing our brand and updating our store.
We have a pretty blank slate to start on. We have a logo and we have some colors we use on our website, but we don’t have many specific design requirements to guide you. We have a logo on our T-shirts and store entrance doors, but most of our products are blank (our cups, the deli paper we roll the subs in, the take out bags, etc.) So this is a chance to develop our brand beyond just the logo.
We know we want the design of the menu boards to be something that can translate easily to printed take out menus. A similar format would keep everything consistent across multiple channels.
CREATIVITY : We have rock n roll all over our walls. We play a lot of rock and classic rock music in the store. We also have a hippie vibe with our name and the tie-dye take-out menu we used for the last 2 years, which we ran out of a couple months ago. We're open to ideas on branding. We don’t need it to exactly match our website, but some subtleties should carry over. For instance brand colors (Yellow #f9c700 and our pink #ed44ce and accent blue #3452ff) plus our brand name is always in Jester font and text is OpenSans.
Our logo characters should appear on the menu. We’re open to the idea of being playful with the stick figures, maybe having them say different things or make other announcements, but it isn’t a requirement.