A Foodies Daydream
TANGENT Bar + Eats Menu
Integrating brand identity into all materials.
TANGENT Eat + Bar is a downtown Elon staple that specializes in unique, elevated tacos and sides. Visitors and students alike dine at the restaurant, which also serves a plethora of creative drinks. The restaurant does not currently offer paper menus to patrons for dine-in and carry-out. With there being so few dining options in main street Elon area, having an easy-to-read menu that highlights key elements of the restaurant is critical for brand identity and enhances the customer experience.
Menu Features
I have created a double-sided menu for TANGENT. While waiting in line to order at the counter, which is TANGENT's only style of dine-in ordering, visitors can view the menu or read the chalkboard display they currently have nailed into the walls. The menus can be printed on traditional paper or card stock, as some customers may want to take home a menu for future reference.
Front Side
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Restaurant name is the largest visual element for readability and textual hierarchy
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To match the restaurant tables, which are maps of different states, the background and border to the menu is the map of North Carolina.
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TANGENT is most well known for their taco offerings, but I have integrated illustrations with menu items that can be customized.
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The restaurant also offers optional sides or sharing dishes that are written extremely small in the in-person chalkboard menu.
Back Side
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Tangent has a variety of alcoholic drinks, from classics to restaurant specials. Although they recently released a print drink menu, it is not cohesive with the restaurant style nor does it include food or non-alcoholic options.
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Tangent offers non-alcoholic drinks in a cooler.
From table to print...
As seen in the photo to the left, each table at TANGENT has a different state or city menu framed within it. These tables inspired the border around my menu design. They are a unique asset to the restaurant and this element highlights one small detail that sets TANGENT a part from its competition.
After I set the map as the background for the menu, I strategically selected the color palette to ensure their is a balance between hierarchy, readability, and aesthetics. The menu features a muted mint green, a grey-ish green, burnt amber red, and black
