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Design Category
Brand and identity systems design, 2003
Design firm
Mucca Design (New York, New York)
Collection
(2004) AIGA 365: 25
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The menu system for the bar/restaurant needed to appeal to the boulevard’s fashionable nightlife scene, while closely communicating with the existing interior design and architecture.
The selection of international comfort foods is presented in a bold yet casual manner, appealing to the diverse jet-set clientele. Candid portraits were taken of individual customers without the use of stylists, makeup artists, or photo retouching, and positioned life-sized on the back of each menu. When the menus are held up to be read, other diners see them as playful masks.
Diners enjoy the playfulness of the menus. On busy nights, people entering the dining area are greeted by a roomful of faces—both the menu portraits and actual diners in spirited conversation.
The visual impact in a restaurant full of people holding up the menus would be tremendous!