The Preacher’s Son menu redesign
I explored hierarchy & typographic detail through the redesign of a local restaurant menu. Menu design, when done correctly, functions as a window to a restaurant’s environment, kitchen, and culture. In menu design, typography is key. Typographic choices help communicate the restaurant’s brand, enhance legibility, and ultimately drive sales.
In addition to the typographic design, I took ownership of the physical format. I was in charge of deciding the size, whether it’s multiple or single pages, if special binding or formatting is applied, etc.
The process
I had dined with The Preacher’s Son before but I had to visit to look at the current menu and take pictures. The first thing I noticed when I walked in was how timeless and elegant it felt. I also realized that I had the same idea of a color pallet as the original marketing team.
I first started developing a color pallet that incorporated fresh and classy colors. I then created a mood board filled with elements that I could see myself incorporating into the menu design. My main goal for this project was to make the menu just as much an experience as the restaurant’s ambiance, dishes, and drinks. Adding imagery invites the audience into the craft and art of the Preacher’s Son.
I was inspired by the large stained glass in the restaurant and knew I had to incorporate it into the menu. I wasn’t interested in adding drawings of stained glass but rather elements of it. That’s when I got the idea to create the cover out of plexiglass. I did some research and found example images, which I brought to our AT2D director to see if my vision could come to life.
I selected example images for the menu and turned the saturation to zero. Then, I created decorative illustrations inspired by historical churches and architectural designs. I also illustrated a simple drawing of The Preacher’s Son building.
Finally, I bound all the pages together to create a menu and a separate drink menu. I then developed a mockup for a mobile version of the menu.
Reflection
“This is exquisite”
Those were the exact words from the General Manager of The Preacher’s Son when I presented the final product to their staff. To top it off, the Executive Chef even signed it—an incredibly affirming moment that made all the hard work worth it.
For the mobile version of this project, I focused on understanding the user journey. By considering the context in which customers would interact with the product, I was able to design a more effective experience that aligns with their needs and expectations.
Although the plexiglass design was creative and visually appealing, I learned that in the restaurant industry, menus often change throughout the year. This insight led me to consider how to engineer the hinges to make it easy to add and remove pages.
I enjoyed how detail-oriented and precise this project was—especially when it came to laying out the drink menu, where every small adjustment mattered.
