OBJECTIVE
The objective of this project was to develop a full brand identity and menu design for a fictional restaurant concept called Baozi Asian Fusion. The goal was to create a brand that captures the feeling of a high-end dining experience while remaining welcoming and affordable. The project focused on designing a cohesive visual system that reflects the restaurant’s modern take on Asian fusion cuisine while also producing a physical menu that reinforces the elevated yet approachable dining experience.
SPREADS
COLOR PALETTE
The color palette was chosen to support the restaurant’s balance between luxury and approachability. Rich and refined colors help communicate a more elevated dining experience, while the overall palette remains warm and inviting.
TYPOGRAPHY
Typography plays an important role in establishing hierarchy throughout the menu design. A distinctive typeface was used for headings and section titles to give the brand personality, while a clean and highly legible typeface was selected for body copy to ensure the menu remains easy to read. Together, these typographic choices reinforce the restaurant’s modern identity.
LOGO PROCESS
FINALIZED LOGO
DIRECTION
The visual direction for Baozi Asian Fusion was centered around the idea of affordable luxury. The goal was to design a brand that feels elegant and refined while still remaining inviting and accessible. The design combines clean layouts, thoughtful typography, and a balanced use of color to create a sophisticated yet welcoming atmosphere. This approach allows the brand to communicate quality and attention to detail without feeling overly formal or intimidating.
PRODUCTION PROCESS
After completing the digital menu design, I prepared the files for print and produced the physical menu. The interior pages were printed and trimmed before being assembled into the final format. Using bookbinding techniques, I constructed a hard cover and inserted the printed pages to create a finished menu. This hands-on process allowed me to combine digital design with physical craftsmanship, reinforcing the elevated presentation of the restaurant brand.
FINAL OUTCOME
The final outcome is a cohesive restaurant concept and menu design that reflects Baozi Asian Fusion’s vision of affordable luxury. This project demonstrates the ability to develop a brand identity from the ground up, including the logo design, typography, color palette, and editorial layout design. The handcrafted menu adds a tactile element to the project, showcasing how thoughtful design and physical production can work together to create a refined and memorable dining experience.
