STC Book Direct project cover

Menu refresh made with style.

Designing a menu experience for a European sports and hospitality operator.

Menu refresh

digital/print menu

illustration

CONTACT

GALLERY

ABOUT

PROJECTS

STC Book Direct project cover

Menu refresh made with style.

Designing a menu experience for a European sports and hospitality operator.

Menu refresh

digital/print menu

illustration

CONTACT

GALLERY

ABOUT

PROJECTS

STC Book Direct project cover

Menu refresh made with style.

Designing a menu experience for a European sports and hospitality operator.

Menu refresh

digital/print menu

illustration

CONTACT

GALLERY

ABOUT

PROJECTS

01 THE CHALLENGE

01 THE CHALLENGE

Refresh the menu without losing its attitude

Refresh the menu without losing its attitude

For the January 2024 menu refresh, the challenge was to give Belushi’s menu more personality while organising a large amount of food and drink content in a way that felt clear and easy to navigate.

The goal was to balance visual attitude with usability, creating something expressive and unmistakably Belushi’s without compromising the function of the menu.

02 MY ROLE

02 MY ROLE

FROM AMSTERDAM TO THE MENU

FROM AMSTERDAM TO THE MENU

FROM AMSTERDAM TO
THE MENU

As Graphic Designer, I visited Belushi’s Amsterdam to experience the brand first-hand and understand how its personality translated into the physical space.

I used those observations to shape the creative direction, developing the illustration style, typography and layout system before translating it into the final menu.


As Graphic Designer, I visited Belushi’s Amsterdam to experience the brand first-hand and understand how its personality translated into the physical space. I used those observations to shape the creative direction, developing the illustration style, typography and layout system before translating it into the final menu.


As Graphic Designer, I visited Belushi’s Amsterdam to experience the brand first-hand and understand how its personality translated into the physical space.

I used those observations to shape the creative direction, developing the illustration style, typography and layout system before translating it into the final menu.

ROLE

ROLE

Graphic Designer

TEAM

TEAM

Creative Team, Marketing Team

Creative Team, Marketing Team

AREAS

AREAS

Editorial Design, Print Design, Layout & Typography

Editorial Design, Print Design, Layout & Typography

TOOLS

TOOLS

Adobe Creative Suite

Adobe Creative Suite

YEAR

YEAR

2024

03 DESIGN DIRECTION

03 DESIGN DIRECTION

BRINGING THE VENUE TO THE PAGE

BRINGING THE VENUE TO THE PAGE

The venue’s American Traditional tattoo flash, punk graphics and hand-drawn details inspired the playful illustration system, centred around food, drink and rock ’n’ roll.

The venue’s American Traditional tattoo flash, punk graphics and hand-drawn details inspired the playful illustration system, centred around food, drink and rock ’n’ roll.

04 THE MENU

04 THE MENU

PERSONALITY MEETS FUNCTION

PERSONALITY MEETS FUNCTION

The venue’s American Traditional tattoo flash, punk graphics and hand-drawn details inspired the playful illustration system, centred around food, drink and rock ’n’ roll.

Carousel image
Slide 1 of 3
Carousel image
Slide 1 of 3
Carousel image
Slide 1 of 3

05 IN CONTEXT

FROM PAGE TO TABLE

The refreshed menu brought the new visual direction directly into the customer experience.

Carousel image
Slide 1 of 3
Carousel image
Slide 1 of 3
Carousel image
Slide 1 of 3

06 THE OUTCOME

FROM ONE MENU TO Amsterdam inspiration → London Bridge execution VENUES

The refreshed menu translated the visual character of Belushi’s Amsterdam into a functional design system for London Bridge, bringing the venue’s personality directly into the food and drink experience.

Amsterdam’s visual influence reimagined for Belushi’s London Bridge.

Amsterdam’s visual influence reimagined for Belushi’s London Bridge.

AMS → LDN

AMS → LDN

Illustration, typography and layout brought together across the full menu.

Illustration, typography and layout brought together across the full menu.

ONE COHESIVE SYSTEM

ONE COHESIVE SYSTEM

The character of the venue carried directly into the customer experience.

The character of the venue carried directly into the customer experience.

BRAND EXPERIENCE

BRAND EXPERIENCE

Back

STC Book Direct

next

Shuffle Pucks