The Field & Flora project entailed designing a menu, brand elements, and supporting creative for a local restaurant. The cover, menu items, and seasonal specials created connect the restaurant's ethos while remaining modern and approachable.

I designed the typography and layout, choosing backgrounds, graphics, and colour schemes. I planned the overall aesthetic approach and identified what I wanted to create for an upscale vegan restaurant menu concept. Starting the layout planning in In-Design, I sought to capture a minimalistic design to enhance the fine dining experience. The cover is textured, dark moss green to evoke nature, growth, and local sourcing.

The typography is cursive for headings to convey an upscale vibe. The secondary typeface is a serif for a chic, formal appearance. The composition is simple and straight to the point. At first, the backgrounds were solid colours, but this made the design feel stale, so choosing backgrounds with texture improved the overall look. It was challenging to include all of the design elements in a cohesive, concise manner.

The spacing was evenly distributed by utilizing a clean composition, and the overall layout was successful.