Firebrand Menu
Firebrand is a 24/7 artisan bread bakery founded and rooted in the East Bay. Firebrand specializes in wood-fired bread, pastries, and specialty items. Firebrand has a cafe in Oakland and recently opened a cafe and wholesale bakery in Alameda. They serve a range of items such as breakfast food, pizza, wagyu burgers smoothies, and coffee.
I had the opportunity to redesign and update the menu. The items on their many are pretty endless. There is a lot to choose from. I decided to go for a letter-size tri-fold menu. My goal is to make the menu minimalistic, cozy, and legible while staying on the brand style guide rules.
Brand Identity
This cafe brand’s orientation focuses on aiming to make the best bread while building a business that helps people. Their niche is about creating a community.
Their brand colors consist of dark green, hunter green, gold, and cream. The green represents nature while gold and cream resemble the colors of wheat.
Industry
Menu
Service
Typography
Sketches along the way…
My idea was to keep the menu minimalistic because I knew that the food items would be filled up to the brim of the page. My biggest challenge for this project is to be able to fit everything on the page while sticking with the brand’s font and legibility.
The target market is the elderly community and families around Alameda. I suggested that a bigger paper was needed, however, the company does not have funds for that. With many drafts on Adobe Indesign and a lot of communication, editing the kerning, leading, and increasing the font would be the solution.
Menu sketch of tri-fold brochure inside and out. Helps visualize how to format the pages in order and the composition on Indesign.
Outside of the tri-fold menu draft. Notes were made by the manager and the cooks on what needs to be changed. The biggest change was the Contact Us section.
Sticking with the Brand’s original stylebook and identity was a challenge while trying to fit everything on the page.
Inside of the tri-fold menu draft. Notes were made by the manager and the cooks on what needed to be changed. A lot of them had clashing ideas, but with communication, we were able to settle with the same ideas.