Café Medina
Role: Graphic Design
Collaboration with Vancouver-based creative agency, Saki Creative
About the client: Café Medina is a Vancouver waffle institution.
Overview:
Prior to this menu redesign in 2019, Café Medina had been using the same menu design since opening (2008) and was looking for both a fresh design, improved legibility, and a well-organized design file (in Adobe InDesign) that the café staff with little InDesign experience could easily manage edits with themselves thereafter.
Details:
Design constraints: Since the menu’s dishes are updated frequently, the menu would be printed on a standard office inkjet printer, so design choices–ink coverage, using black as the only colour (the Medina brand colour is a Pantone colour), and avoiding any bleed items–were accounted for in design.
Working with existing assets: The original logo was kept, as were some other design elements for continuity to their original branding: the floral tile pattern that borders the Happy Hour section of their Daily Specials menu was an existing design asset (in use on the café’s matchbox design), as is the floral silhouette illustration.
Typography: Univers typeface was chosen for dish descriptions for its width, larger x-height, and larger counters than their previous typeface (another geometric sans serif), all contributing to improved legibility. A heavier, eye-catching serif, Proza Display, was chosen for dish names to create contrast and retain a feeling of elegance associated with the brand.
Graphic elements: Additional new frames were added to the menus to emphasize les gaufres (the waffles), offering an elevated hierarchy and to give a nod to the elegance of the brand’s flare.
Process: I worked with Saki Creative to share a first draft of the main menu with, presenting my own questions and suggestions for possible next versions. After both the agency and I were both happy with the main menu design, the agency worked directly with the client to gather additional feedback. After minor revision requests from the client (what dishes are featured where on the menu) and their approval, I rolled out the additional menu designs (drinks menu, daily specials menu). The absolute delight was going to Café Medina to celebrate our work after completing this project.
