D&D London are one of the most iconic restaurant chains in London, owning some of the most iconic restaurants in the city. During makeovers of some of their most vital venues, D&D chose Smart Creative to work with them on their bespoke menu cover design. Following introductory conversations, it was clear that each venue should have something individual, yet work together towards the same idea.
The three venues: Quaglino's, 100 Wardour Street and The Den are all located around the Soho area of London, which represents a very young and contemporary destination. To marry with this idea, we wanted to create a menu cover that was incredibly simplistic, but had a unique characteristic that the guest may only notice when very close to the menu.
The resulting menus sported the restaurant logo printed boldly on a contrasting and sometimes clashing background - which is a nod to the current fashion landscape. The material chosen for The Den and Quaglino's are slightly different grains of Pellaq which is easy to mistake as a solid block of colour from far away, yet looks very different close up. Finally, 100 Wardour Street was created as an illuminated menu cover which will cast a glow on the underside of the readers faces, very much like the 100 Wardour Street logo.