Project
Client: Double Tree by Hilton, Coventry
Challenge: Logo design for ‘The Larder Bar & Kitchen’ and menu design including Restaurant, Wine and Bar Menus. Hilton Coventry sought to give a professional brand identity to its primary food and drink outlet within the hotel. The existing menus had no identity and were lacking in visual appeal. They required menu design that would:
- Give the restaurant a relaxed setting with a contemporary feel.
- Be easy to navigate with clear dietary and allergen information.
- Be adaptable to different restaurant formats within the hotel (e.g., restaurant, bar).
- Be updated twice yearly.
Solution: Silverstone Design Solutions designed a logo for ‘The Larder’, developed from ideas provided. New menus were designed using ‘The Larder’ brand. Our approach involved:
Logo design
- Development of idea: Hilton Coventry were able to give us a good idea of the type of logo they required with an example. We designed this logo by developing the typography, symbol, colours and layout and provided three ideas to choose from.
- Logo files: The final logo was black and white and it therefore fit well alongside other hotel signage. Once the logo was agreed we provided files to use on items across the hotel including signage, menus, website and social media.
Menu design & development
Based on our research, we developed a design concept that aligned with the restaurant’s ambiance. This included:
- Layout: We created a visually appealing layout by adding dark gold alongside black on a cream background. This gave the menu a contemporary feel and less harsh on the eyes than black on white.
- Menu Structure & Organisation: We organised the menu items into a logical order, making it easy for guests to navigate and find what they’re looking for. We included dietary and allergen information in the dark gold to stand out from item info.
- Menu Text: We chose a modern sans-serif font, Lato, for item names to ensure readability as it is known for its accessibility. We pared this with a serif font for the item descriptive text as serif fonts help to establish a sense of tradition and quality in the minds of customers.
Printing
We worked with RS Print to print the new menu design. This included:
- Materials: RS print recommended materials and finishes that were durable, high quality, waterproof and tear-resistant to enhance the visual appeal and longevity of the menus.
- Production & Printing: RS Print managed the printing and production of the menus, ensuring high quality and consistency of colour.
- Ongoing print: RS Print are able to provide ongoing support with quotes for menus to be reprinted when there is new artwork such as seasonal menu changes and price adjustments.
Results
The new identity has created a relaxed and contemporary feel in the dining areas. All three menus and dining areas now connect together with the same branding creating a more cohesive experience for guests.
The clear menu structure has also helped with readability and made it easy to understand with dietary and allergen information included in the same format across all menus.
Menus are easy to update seasonally or with price adjustments meaning low cost artwork amendments.
Contact rosanne@silverstonedesignsolutions.com today to discuss how we can help you with design and print of menus for your bar or restaurant.