Hospitality Communication / 2022
Semsom
Customer-facing menu and hospitality collateral
Overview
A menu and collateral system designed to improve readability, preserve atmosphere, and make the customer-facing experience feel more refined.
For hospitality brands, the menu is often one of the most used brand assets in the whole experience. This work focused on layout, pacing, and presentation so the menu could guide choice clearly while still carrying the tone of the brand.
Project Info
- 01 Role — Menu design, brand support, printed collateral
- 02 Year — 2022
- 03 Sector — Hospitality Communication
- 04 Location — Dubai, United Arab Emirates
- 05 Status — Public case study
Strategic Objective
What needed to be communicated.
Semsom needed menu communication that helped guests move through information more easily while preserving the brand atmosphere and premium feel. The work focused on turning a practical ordering tool into a more considered front-of-house brand asset.
Audience
- 01 Restaurant guests
- 02 Front-of-house teams
- 03 Hospitality operators
Communication Goal
- 01 Help guests scan menu information more easily
- 02 Preserve the restaurant atmosphere through typography and pacing
- 03 Make choice paths clearer without stripping out brand personality
- 04 Improve the feel of a frequently handled customer touchpoint
Information Architecture
- 01 Category hierarchy
- 02 Dish naming and pacing
- 03 Price and detail treatment
- 04 Printed object feel
- 05 Front-of-house usability
Approach
How the system was shaped.
Organise menu information with enough structure to aid choice while keeping the overall experience premium and inviting.
Execution
- 01 Focus on hierarchy, spacing, and pacing so guests can move through the menu naturally.
- 02 Treat the menu as part of the wider brand system rather than a one-off production task.
- 03 Refine the printed presentation so the object feels considered in the hand as well as clear on the page.
Selected visuals
Outcome
The result.
The resulting menu system improves readability and gives the brand a more polished front-of-house presence.
Deliverables
- 01 Menu design
- 02 Layout system
- 03 Brand support assets
- 04 Print-ready collateral
More work