I started by making the front page for the menu. I liked the image of the smokey mountains, as I feel like they signify winter and calmness, while giving it a contemporary look. To that I wanted to add the diamond shape with a gradient, as that's the ongoing theme for the branding.
For the menu itself, I wanted to use the gradients again. I started by making the alcohol menu, and the thought was that it should be a card on its own. I experimented with a few different color choices, but ended up with this cyan/red.
The Line serves a variety of local and small-brand products, with focus on quality. Constructing the menu was slightly difficult, as I'm not familiar with a lot of brands here in the States, but I hope I accomplished putting together a suitable menu.
When I made the "café menu", I started by making it separate from the bar menu, but after experimenting with the gradients, finding that I really liked the yellow/cyan I had also used for the logo, I tried putting the two together. The idea is that the card is horizontal and it bends in the middle between the "café menu" and the "bar menu".
Finally, I created the back of the menu. Since the frontpage is so toned down, I wanted to make the back a bit more bold in order to match the overall expression of The Line and avoid making the design too minimalist and clean.
FRONT/BACK, INSIDE
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Final project // menu
This is the winter 2013/14 menu card for The Line.
