Rock & Roll Album Menu

A franchise-wide creative menu redesign was our challenge, for this rock-inspired restaurant concept. We knew bringing our client's rock & roll branding into the menu design was the most important objective, and what better way than to incorporate the size and shape of an actual 12" double record album.
We started with a rough design concept for approval, then moved quickly into several days of art directing food and drink photography.
During the layout process, we thought it would add a unique element to the branding if we incorporated fonts that are associated with several iconic rock bands. From KISS to Nirvana to The Beatles, we used a different band font for each menu category. This feature also enables the local restaurants to create a promotional contest, for example, identify all the band fonts and win a free menu item!
Finally, what's an album cover without the record inside? We also designed a record insert sleeve that contained the Happy Hour on one side and Specials menu on the B side.
Rock & Brews is an energized dining concept offering affordable, quality American comfort food and an amazing selection of 52 craft brews on tap, while immersing guests in a family-friendly rock ‘n’ roll experience. It was important that in-store restaurant items not only visually matched the rest of the branding, but also conveyed the same vibe. Our strategy culminated in delivering a graphically playful menu that reinforced the brand experience: casual dining in an entertaining, rock and roll setting.