SB7: Evaluation

The finished outcome for this design was a success, it answered the brief and did everything that it was supposed to. There was a thoroughly thought out colour scheme, with typefaces to match, the colour scheme and types used was consistent throughout the menu design, web design and other collateral. The design was a success due to the research that was undertaken on other independent restaurants, how they present themselves with menus and online presence. It was essential to explore different routes for this brief, as if it was a real client - they would likely have a few different agencies putting a bid in, therefore exploring different options and giving them a choice would help win the brief. 

As a set of design work, it all fits together nicely and it produces a strong branding visual - the use of browns, green and orange really complimented the offerings of the menu and portrayed an organic, friendly yet sophisticated establishment. This brief has enabled me to further develop my layout and web design skills, learn the value of using a grid, whilst also exploring typefaces and how the most unlikely pairings can work. I thoroughly enjoyed it, and am now even more determined to push my career into the branding and digital side of graphic design.

SB7: Business Cards

For the final bit of jardin branding, developed a business card design. 

Using the colours that are seen on the menu and website, as well as the illustration and typefaces I experimented with different layouts and placements.

I decided on using the body typeface rather than header type as it looks better at a smaller size and gives a more sophisticated feel. This design is strong, however could be more minimalistic and aesthetically pleasing. A plain background would be a lot more eye catching. 

A darker background stands out more, whilst also being memorable. The brown represents the organic, friendly and sophisticated vibe of the restaurant. 

A mockup of the business card, the front and back work well together with the illustration and logotype being the main focal point.

SB7: Production

As the menu is only a4, it is possible for me to print it myself, rather than using the university resources, in order to print though I would have to order some appropriate paper. I chose a silky touch ultra bright 120gsm, this would ensure the colours come out vivid and the illustration is clear. It is also a quality feel rather than your typical 70gsm printer paper. 

I was pleased with the result in print quality for a mockup, and pleased with the feel of the paper and how it reads.

In order for me to print, I had to reorder the book on InDesign in terms of what pages are next to each other on a spread. This is because the print booklet feature on InDesign requires a printer capable of printing double sided which mine is not. I had done this with the first design so wasn't difficult. There was however a change in pages, I had to rearrange and delete some in order for the publication to be in multiplication of 4, it was previously 10, now 8. 

I decided to try binding the menu, comprising of 2 a4 pieces of paper with double sided tape, I thought it could look sleek and produce a seamless menu design. I tried it out, as you can see above and whilst it worked in terms keeping the menu together, it made some of the pages shorter than others as the tape was too thick. After this I tried again using the tape at a different size, however there was still issue with pages and so I decided the better option would be to bind the pages together with a bit of thread. 

I then printed off the daily menu, this was only one double sided sheet and therefore doesn't need binding. After printing I chopped down all the sides, for a more clean look and closer to the border and realised the document had to be edited as the border where the page folds left too much of a margin. 

This time the margin was the right size and the trim around all of the other edges. This print was a success and the menu feels like a quality document. 

SB7: Website Design Development

Research shows that most restaurant websites are simple and straight to the point, this makes them successful as a potential customer just wants to find out where they are, what they can eat, if they can book and that is basically it. With this in mind, I decided I would create a website that was formed mainly on one page that you just scroll down - with the exception of the menu. 

Before starting the design I did a few quick sketches of layout ideas for the website. The landing page will be jardin's logo, surrounded by the broccoli line illustration. The website will also feature an about section, locations and of course the menu - broken into daily, a la carte and drinks.

Before adding the rest of the content, this is the initial layout idea, the broccoli illustration will flow down the page, into another and another if necessary. The copy will compliment the illustration in the grooves and be the same typeface couple as the menus - as is laid out in the branding.

I added a background, I didn't think this was relevant for the physical menus, but for a website a shade that compliments the contents works really well. I added a 'please scroll' text just in case it isn't clear to users, also a description of the type of food jardin serve. The menu has a brief description and is then split into a la carte, drinks & desserts, and daily. Slightly different to the actual menus, for the reason that potential customers might just be interested in drinks and not need to see the whole food menu - it may be off putting, whereas in the restaurant the server can open the menus at the right page. Lastly is the locations, I thought about adding a booking form but decided against cluttering the minimal design and simply added a phone number/ announced there was no booking taking. 

The menu design is pretty much the same, without the borders and with the add on of a close button, to enable the user to go back to the home page. The addition of backwards and forwards buttons is helpful for users than want to flick through the whole menu without having to go back home and then find the next section.

I optimised the website design for mobile as a lot of possible customers are likely to find the restaurant on their mobile, it is therefore essential the website is mobile friendly as there is nothing worse than website than is the same on mobile and having to zoom in. 

SB7: Menu Development 02

Evening Menu

For the front cover, I wanted something more than just the restaurants logo. The menu is the first thing you are given in a restaurant, or even seen from the outside if there is a copy on display in the window or a stand. The illustration used for the front cover is intriguing and has a sophisticated/ arty feel. The illustration itself is a line drawing of tenderstem brocolli - which features on the menu and is seen as a luxury vegetable. The illustration is zoomed in beyond being able to tell what it is, but the illustration will be used on the website and business cards. 

These pages are the 2nd and 3rd, providing the customer with information about the restaurant and letting them know jardin can deal with any special requests. 

I used the primary colours that were decided on the branding blog post. For the evening menu, the green and brown compliment each other well and are appropriate for a summer menu, as well as the things on it.  

Breakfast Menu

The daily menu is a similar setup, just with less pages and with orange complimenting the primary brown instead of green. The main reason is so that the serves, as well as customers can easily distinguish the two menus.

SB7: Menu Development 01

The first step to creating the menu was to setup the document in InDesign, I used a modular grid to ensure consistency throughout the pages and give a structure to the copy. The menu design will be simplistic but sophisticated, the main aim is to be legible whilst also communicating good quality food. Following the research I did on successful similar restaurants menus I will keep the pages free from clutter.

Using 12 point type I managed to fit all of the courses onto the a5 pages, the small plates and large plates will be a spread, with the sides to the bottom. This layout ensures the customer can see everything easily without having to flick through different pages.

This is the front cover, it features the logo large in the middle, with summer menu and a la carte in the heading type - code saver. Below is a mock-up of the order in which the pages will be for the menu.

From the mock up above I arranged the spreads.

Above is the order in which the spreads have to be for me to test print, the printer I have doesn't print double sided so the pages will be printed and then put back in to print on the other side. The main reason for this initial test print was to ensure that the text size is readable and that the order works well for the user. 

The test prints were successful for the first draft, I will now further develop the menus using the colours mentioned on the branding blogs, as well as some illustrations in order to make it slightly more exciting.