Create a menu for Italian restaurant Pasta Amore, an establishment targeting upper-middle class families, where parents are in their 30’s and 40’s and looking for a place to bring their young family that is nicer than McDonald’s, but not as formal as a restaurant where you need a reservation.
The mission and vision of Pasta Amore is to provide a warm atmosphere for a family where they can share the cooking traditions and ingredients of Italy with creativity, providing a modern twist on timeless classics.
Click to view the provided Pasta Amore style guide that was used to complete the menu.
Dough Pizzeria Napoletana is a local restaurant that greatly inspired the design of Pasta Amore's menu. Dough is a family favorite and I felt like their target audience was very similar to that of Pasta Amore.
Dough's menu shows that their patrons appreciate a clean, straightforward menu layout. No fluff, just enough information that is delivered in an aesthetically pleasing way. I knew this is how I wanted Pasta Amore's menu to be as well.
Adobe InDesign used for the layout of the menu.
A two-sided menu in the Tabloid 11x17 size was chosen in an effort to mirror trendier menu styles from restaurants like Dough that appeal to “older millenials” with young families (Pasta Amore’s target audience).
Pictures of food were purposefully not used to let the text be the main design feature.
The back of the menu continues with the clean and simple format of the front - border, section dividing lines and typography motif.