Each of Joie de Vivre’s boutique restaurants has a distinctive identity and menu; however, the collection itself lacked visual unity. Marketing materials that conveyed the collection’s culinary point of view—fresh, local, artisanal—were requested to increase new and repeat customer visits. After developing a design concept and determining the most effective brochure format based on content, usage, and budget, I art directed a designer in its creation. Bold typography, descriptive wording, and engaging photography grab attention, while earthy colors, woodcut illustrations, and kraft paper create a handcrafted, personal feel. The brochure’s success led to me extending the concept to other pieces.
concept + art direction + design + copywriting/editing + project management
