Concept
The menu concept was shaped during a live student practice service, where the pacing, movement, and sensory experience of the meal became the foundation for the design. A guest described the experience as “like a dance,” which inspired the central idea: translating movement into menu structure. French dance styles were used to title each course, creating a narrative connection between rhythm, cuisine, and progression.
System
The design system was built around the relationship between movement and refinement:
Typography: Elegant script paired with classic serif to balance fluidity and structure
Hierarchy: Course progression designed to mirror the rhythm of a performance
Imagery: Parisian streetscape and figure movement reinforcing the theme of motion
Tone & Copy: Language aligned with French culture, choreography, and dining cadence
Visual direction was further informed by provided references for table settings and floral design, ensuring alignment between the menu and the physical environment.
Execution
Designed a multi-page, editorial-style menu integrating narrative, hierarchy, and pacing
Developed course naming system using French dance styles to reinforce concept
Integrated illustration and photography to create a cohesive, immersive visual experience
Balanced readability with elevated design, ensuring both function and atmosphere
Outcome
The final piece elevated the dining experience beyond a traditional menu, acting as both a guide and a storytelling device. By aligning design, language, and environment, the menu reinforced the sensory and emotional rhythm of the event, creating a cohesive and memorable experience.
