Building an identity for CLOSED, a bar that only opens after midnight, turned into a lesson in worldbuilding →
Library
Area
Off Menu
Brand, menu and launch for the supper club opening in the fall.
Recent notes
Open tasks
Saved
A menu is the first thing a guest reads in your restaurant. We spent more time on the verbs than on the typeface →
How Menus Shape What We Order
The most profitable item on a menu is rarely the most expensive. It sits where the eye lands first, described in a sentence that sounds like a memory.
The Golden Triangle
Diners read a single-page menu in a loop: middle, top right, top left. Put the dish you want to sell on that path.
Words Over Prices
Drop the currency symbol and let the description do the selling.
New York Times – How Menus Shape What We Order
Behind the identity for CLOSED: tees, menus and matchbooks for a bar that only opens after dark →