Niche - Restaurant Branding and Design
All recipes are a process. Raw ingredients are refined and combined, and become something great. We decided to represent that concept visually by bringing together individual ingredient photographs to create works of art. Circles of various sizes encompass ingredient images that represent the building blocks of good cuisine: colors, textures and shapes. These circles achieve balance without rigidly adhering to any formula or pattern.
People tend to visit Niche on anniversaries, birthdays and other special occasions. We wanted the menu to feel like a gift: something that would surprise people and make them smile when they opened it. To achieve this, we designed it to slide in and out of an envelope with a plumb-bob-shaped cutout on its cover. The cutout reveals only a small portion of the menu’s textures and saturated colors. When the menu is removed from its envelope, guests feel the full impact of the images: bright herbs, chili peppers, orange slices, radishes and more. A variety of interior menu covers makes it likely that the image will be different for each person at a given table. To add a bit of intrigue, and to acknowledge that Niche can’t easily be defined, the front of the menu has no printed ink—just embossed logo type.