For this project, I set out to create a more cohesive visual system between the menus and website for Lou's Bar & Grill at Papago Golf Club. Despite being located at the pinnacle of Tempe, Phoenix, and Scottsdale, Lou's often gets overshadowed by the golf course and remains relatively unknown—making strong branding crucial for increasing its recognition. 

I began by designing a concise visual system to serve as the foundation for all of Lou’s marketing assets. Knowing that menus are a major influence in restaurant revenue, I approached every design decision with careful intention. The original menus have inconsistent margins, misaligned elements, and clashing typefaces, with no photos to help guide the viewer’s eye.

Beyond updating fonts and colors, I made several major changes to the original menus. I resized them to 13 × 19 inches and expanded the design to cover both the front and back. Currently, all food options are crammed onto one side and drinks on the other. To create more space and better accommodate customers under 21, I imagined removing drinks from the main menu and creating a separate drink menu.

menus

The larger format allowed for better readability and it provided space for aesthetic visuals that showcase the restaurant’s personality and food quality. Since the current menus are printed and discarded daily, I also thought of encasing them in clear vinyl for easier cleaning and reuse—offering a more sustainable and cost-effective solution, especially considering this is a stand-alone restaurant.

web design

My goal for the website redesign was to translate the fun, vibrant personality of the menus into a more refined, clean interface that’s easy to navigate. My main focus was to use the homepage space more efficiently to highlight the most important information. Below, I’ve included a walkthrough of the subtle animated touches I added to reintroduce a sense of playfulness without overwhelming the user experience.