Menu Analysis - Graphic Design
- 8.5 x 11”
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portrait
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copy paper
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papyrus font
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no visual hierarchy
- black and white
Impact: These issues make the menu confusing, slow down decision-making, and weaken the overall brand presentation.
- No visual hierarchy
- Illegible font
- Inconsistent alignment
WASABI SUSHI: A Study in Modern Brand Evolution
The branding for Wasabi Sushi presents a clear case of moving from a traditional to a contemporary aesthetic. The initial logo, featuring a font reminiscent of Papyrus, evoked a rustic, almost "ancient" feel, common in ethnic cuisine branding. This style, while evocative, can be perceived as dated and can hinder legibility, particularly in a digital-first world.
The accompanying color palette, however, establishes a strong foundation for a modern rebrand. The sophisticated deep teal and crisp off-white provide a clean, elegant base, while the fresh mint green directly references the wasabi itself. The vibrant coral adds a dynamic pop of color, cleverly hinting at the fresh fish central to sushi.
The decision to transition the typography to a clean, modern sans-serif like Inter is a pivotal step. This change signals a brand that is forward-thinking and values clarity, simplicity, and excellent user experience. By pairing the well-considered color palette with a contemporary font, the Wasabi Sushi brand successfully evolves from a traditional look to one that is fresh, professional, and perfectly suited for a modern culinary audience.
Brochure Style Menu
Option 2: Flat Style Menu