The Brief

Create concepts for Spring/Summer menus and marketing campaign for independent pub company 'Punch Pubs' and their family and value-range branded pubs.

The Creative

The summer menu art-direction embraces a bold and playful design that captures the excitement of holidays, social gatherings, and outdoor festivities. Using a vibrant colour palette of lime and raspberry, the menu creates a fresh and inviting seasonal experience.

The typography is dominated by the bold and versatile Bison font for headline messaging, complemented by relaxed script styles for secondary messaging, promotional highlights, enhancing callouts and upsells. Layered text, simple illustrations, textured patterns, and a "poster-style" aesthetic with wrinkled paper backgrounds add depth and visual interest. Fun and conversational messaging is strategically layered over large, bold headlines, utilising repetition and oversized text to grab attention. Altogether, this design direction ensures an engaging, dynamic and visually exciting menu perfect for the summer season.

Deliverables:

• Main menu

• Drinks menu

• A5 bolt on menus

• Correx poster