I was commissioned to redesign the full menu set for a restaurant in St. Cloud, Minnesota called ACE Bar & Grill. 

 

The old menu was a gem but outdated to say the least. This restaurant has been up and running since 1933 and has a midwest-superclub vibe, so I knew that simple and clean was the way to go, to preserve the restaurant's atmosphere.

 

The photo below is what I would like to refer to as the "Before."

Notice the clip art with the delicious heavy drop shadows...

What really needed to be done here was organization and hierarchy. As you navigated through the menu, entrees were in strange cateogries or repeated themselves. 

 

As you scroll down to view the PDFs of the lunch and dinner menu, you will find that the use of Baskerville's 6 different weights allow easy navigating through the hierarchy of type to find what you might like to eat here.

 

All photos below are what can be refered to as the "After."

 

 

11x14 60lbs text, white, laminated.

 

"Breakfast is messy... lamination is necessary" – ACE Bar & Grill Executive Chef

 

 

This menu was tri-fold, a combination of a letter fold and half fold.

Tabloid Landscape size, 6.5/6.5/4 inch sections. 60lbs text, white.

 

 

 

 

18x12, 80lbs card stock, ivory.

 

 

5.5x8.5 60lbs text on white, laminated.

 

4.25x11 80lbs cover on ivory.

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