RESTAURANT MENU DESIGN
Billy Sims BBQ is a fast-casual restaurant co-owned by former NFL running back and Heisman Trophy winner, Billy Sims. The 35+ restaurant franchise decided to upgrade a few of the restaurants to digital menus and implement a storewide menu redesign.
The challenge was working with a limited list of fonts the digital menu software provided that would represent Billy Sims BBQ collateral and its brand moving forward. I was also given a limited color palette that excluded the use of BBQ Red.
The solution was a simplified menu using fonts as bold as the BBQ’s flavor profile and roughened design elements to maintain the craftsmanship of BBQ. With the target demographic being middle-aged men, the menu is now easy to read and calls out the most profitable items.