In winter 2012/2013 Studio Love and me were asked to realize a pub chart menu.
The place is called "Blues Pub" and it's decorated (obviously) in a "blues" style, reminding suggestions, quotes and icons derived mainly from the blues music as well as the legendary picture "Blues Brothers."
The menu had to include food and beverage photos, but also had to be realized in a very graphic style which could recall blues iconographic style.
From a technical perspective, we based our work on two pillars: text clarity and dishes attractiveness. So we imagined a menu that contained fake blues music albums, references to the Landis picture, and tints related to "vintage" and "food" concepts. We wanted to escape in every possible way the risk of inserting poor pictures or swallow still life, as we've seen often in cheap menus.
The place is called "Blues Pub" and it's decorated (obviously) in a "blues" style, reminding suggestions, quotes and icons derived mainly from the blues music as well as the legendary picture "Blues Brothers."
The menu had to include food and beverage photos, but also had to be realized in a very graphic style which could recall blues iconographic style.
From a technical perspective, we based our work on two pillars: text clarity and dishes attractiveness. So we imagined a menu that contained fake blues music albums, references to the Landis picture, and tints related to "vintage" and "food" concepts. We wanted to escape in every possible way the risk of inserting poor pictures or swallow still life, as we've seen often in cheap menus.
It is indeed a widespread problem in the low-budget charts (which are the majority here in Italy) that the false idea of money-saving leads to poor quality of the photographs (which does not depend on the quality of the dish at all): faulty lights, wrong color toning and bad clipping paths of the dishes themselves.
We do have instead focused heavily on the atmosphere of the picture, already in native format, before it was then treated by me in post-production (thanks to the wisdom of Gaetano and Federica of Studio Love) .
Then we integrated technical sponsors into the layout, preferring to do this by giving continuity to the work, "melting" them with graphic style. We have made them look like they were old box of "blues" vintage suppliers.
The result? Having in your hands a beautiful product, but also having a concrete response: the increase of sales in the kitchen was 150% and 200 % for the dishes photographed.
A fine example of what it means to use marketing basics for a better product
... Going for a beer , see ya mates!
... Going for a beer , see ya mates!
