Lemonade Menu
Menu Design, Publication Design
In preparation for their Spring and Fall menu rollout, we worked with the team at Lemonade LA to create an updated collection of menus for each of their locations. The full redesign included a new set of menu boards (in each location's interior), flat menus, beverage boards, and a refreshed catering booklet with the new menu look + feel. From the start, the team at Lemonade wanted to pare down their existing menus and get back to their airy, simple, SoCal roots through the new design. Less was more, and we worked together to create a new system that let Lemonade's food photography do the talking, while bringing in their bright colors in as a tool for categorizing and accenting. Collaborators: Kelly Hansen + Fouad Rider (Art Direction), Ian Olsen (Creative Direction), Vanessa Stump + Victoria Pearson (Photography)
Menu Boards
Of the collateral, the Menu Boards underwent the biggest design transformation. Originally filled with color blocks and only about 7 featured menu items, the updated menus created a new design system to fit all of Lemonade's offerings without visually overwhelming their customers. The Lemonade color palette was used as a categorizing tool to help navigate the menu and create visual accents, while the clean white background let the type breathe and captured Lemonade's signature, airy, beachy, SoCal vibe. We also implemented a new, robust sans-serif typeface to elevate the existing branding and allow for a detailed level of hierarchy in the new menu design. 
Flat Menus
The handheld counterpart to the menu boards was the Flat Menu, and it offered an opportunity to create a fun, bite-sized version of the new design system. We decided on using the Lemonade logo as a graphic element, creating a bold + branded design moment on each menu. The front of the menu is a smaller scale version of the menu board design, and the back is a type-only a la carte menu organized by category, diet and food temperature. 
Beverage Boards
The Beverage Boards were a supporting piece of the new menu collateral, housing the most signature items on Lemonade LA's menu: lemonades. We created multiple versions of the updated boards in various orientations (based on store locations), and leveraged the Lemonade logo as a graphic element again. The menu item list used the same design system in the Menu Boards and Flat Menu, along with images of the spectrum of lemonades offered.
Catering Booklet
The final piece of the menu redesign was the Catering Booklet, a comprehensive guide to all the catering packages offered at Lemonade LA. This piece was the smallest in scale but still packed with information, so creating a color-coded system, clear type hierarchy, and airy layout from page to page was key. This small but mighty booklet lists over 35 catered items for order, along with a handful of delicious lifestyle and product images from the Lemonade LA team. 
