Client: Golden Pavilion Restaurant, a Melco Resorts brand
Creative direction: It was exciting to produce a new menu concept unique to this brand in Macau. Many casual restaurants in the city feature print menus that alternate pages between text; for this menu, the client elected to pursue an entirely picture-based design. Each page is a stylized representation of one complete segment of the restaurant’s selection.
Due to the restaurant’s extensive hours of operation, it was necessary to set up a studio in a private dining room at the restaurant for the duration of the project. We sourced background materials locally based on the client’s visual brief. While many of the client’s restaurants unapologetically cater to an elite fine dining crowd, the styling for this menu needed to professional yet decidedly more approachable.
In addition to the food pictures for the menu, we also produced architectural interior images of the venue for use in the new menu and in the client’s marketing library.