CONCEPT
Midoh is a Japanese Yoshoku restaurant, a genre that means western-influenced Japanese meal.
The product of this fusion cuisine is a selection of western food cooked with a Japanese spin (Pasta dish cooked with Udon).
Midoh is a Japanese Yoshoku restaurant, a genre that means western-influenced Japanese meal.
The product of this fusion cuisine is a selection of western food cooked with a Japanese spin (Pasta dish cooked with Udon).
CHALLENGE
Create a menu system that displays a wide variety of dishes, with different design systems (curry toppings) and faithfully representing the cultural origin of the food.
Create a menu system that displays a wide variety of dishes, with different design systems (curry toppings) and faithfully representing the cultural origin of the food.
DESIGN
Following the Yoshoku concept, I designed around the notion of vintage Victorian era graphic design, wrapped in serif fonts and filigrees. However, the entirety of the layout is based on menu designs in Japan, favouring a structured minimalistic layout with large images followed by a description of the dish.
Following the Yoshoku concept, I designed around the notion of vintage Victorian era graphic design, wrapped in serif fonts and filigrees. However, the entirety of the layout is based on menu designs in Japan, favouring a structured minimalistic layout with large images followed by a description of the dish.
Every menu spread is tailored around the different food section, with some requiring infographics as explanation on how to mix sauce or build the curry.
Every menu spread is tailored around the different food section, with some requiring infographics as explanation on how to mix sauce or build the curry.
The Curry section of the menu is structured on a build your curry concept.
With more than 21 different toppings to choose from, the order starts with a plain curry as the base.
The customer then builds the order with toppings of their choosing to be added to their curry.
As a result, each curry is unique and distinct with each customer and orders.
With more than 21 different toppings to choose from, the order starts with a plain curry as the base.
The customer then builds the order with toppings of their choosing to be added to their curry.
As a result, each curry is unique and distinct with each customer and orders.
PHOTOGRAPHY
Food photographs are done through coordination with the chef. With the goal of capturing individual characteristics of each dish.
Food photographs are done through coordination with the chef. With the goal of capturing individual characteristics of each dish.
