A franchise wide creative menu re-design for our client Rock & Brews was the challenge for this rock-inspired restaurant concept. We knew bringing our client’s rock ‘n roll branding into the menu design was the most important objective, and what better way than to incorporate the size and shape of an actual 12″ double record album. 

We started with a rough design concept for approval, and moved quickly into several days of art directing food and drink photography. 

During the layout process, we thought it would add a unique element to the branding if we incorporated fonts that are associated with several iconic rock bands. From KISS to Nirvana to The Beatles, we used a different band font for each menu category. This feature also enables the local restaurants to create a promotional contest, for example, to identify all the band fonts and win a free menu item! 

Finally, what’s an album cover without the record inside? We also designed a record insert sleeve that contained the Happy Hour on the A side and the Specials menu on the B side.

Rock & Brews is an energized dining concept offering affordable, quality American comfort food and an amazing selection of 52 craft brews on tap, while immersing guests in a family-friendly rock ‘n’ roll experience. It was important that in-store restaurant items not only visually matched the rest of the branding, but also conveyed the same vibe. Our strategy culminated in delivering a graphically playful menu that reinforced the brand experience: casual dining in an entertaining, rock ‘n roll setting. 

We’re proud to have been selected for such prestigious awards and we share the honors with our art director Raquel Riera, photographer Greg Cahill, food stylist Judean Sakimoto, printer Cleveland Menu, and our amazing client Rock & Brews Restaurant who took a chance on a creative idea! 

HERMES AWARD:
There were over 6,500 entries from throughout the United States, Canada, and dozens of other countries in the Hermes Creative Awards 2020 competition. Entries were submitted by corporate marketing and communication departments, advertising agencies, PR firms, design shops, production companies, and freelancers. Being a Gold Winner is a tremendous achievement. The name Hermes (Greek messenger) and the idea for the award were chosen to represent our roles as the messengers and creators of marketing and communication materials and programs.

MUSE AWARD:
Out of 3820 submissions from 50 countries, The Graphic Element has been awarded the prestigious 2020 Silver for the MUSE Creative Awards competition. The winning piece was created for Rock & Brews Restaurant.

MARCOM AWARD
The winning entries are judged impartially by a group of esteemed marketing communications and videography professionals of exceptional quality. IAA selects a panel of international judges in the adjudication process, adhering to a strict code of excellence. With the 2020 panel comprising judges from 16 countries from large and small agencies, the NYX Awards embraces diversity and ingenuity that comes from all corners of the world.

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