Forest Floor is a fine-dining restaurant located in Calgary, Alberta. The dishes on the menu include foraged local foods such as mushrooms, herbs, and wild game.
The goal of the project was to create a print and digital menu design to go along with the updated interior of this restaurant.
For the logo, I sketched a tree stump in Procreate and imported it into Illustrator, maintaining its natural appearance when vectorized. I then modified the text of the logo look interconnected, representing roots and mycelium networks.
Every part of the menu design is in alignment with a focus on sustainability. This includes the physical menu, with a cover made of stained, up-cycled wood and the recycled paper, used to print the pages of the menu. The menu pages are bound with a triangular leather corner, allowing the restaurant to easily replace the pages of the menu with limited waste.
The paper pages of the menu measure 6.5” by 9”. The logo is etched into the front panel of the menu for a hand-crafted look.
A constraint of this project included the dim lights of the restaurant. For this reason, I designed the physical menu on a light, off-white background, while the digital menu features a darker green background.
The wine list for the menu is designed as a double-sided insert. I used InDesign to create the pages of the physical menu, making use of master pages and guidelines for consistency.
The electronic menu is designed for an iPad Retina (aspect ratio of 4:3). I designed the endless scrolling menu on Illustrator because I could extend the artboard to adapt to seasonal menu changes.
I added subtle details to the digital menu including the faded tree stump on the background and a subtle grainy, green texture for a nature-inspired finish.
