The challenge

TGI Friday’s is an American style restaurant originating in New York in 1965. It is renowned for its fun atmosphere and charismatic staff. The challenge was to create a unique menu which reflected company values, communicated an unambiguously American feel and accommodated the considerable number of options available. 

The solution

Americana retro imagery, a 50’s style script font for headers and streamline borders reminiscent of mid-century American product design contribute to the American feel. Images were selected to add fun and quirkiness and bright colours code the various sections of their extensive menu. A wiro-bound, free standing, tent-style menu was proposed to handle the number of pages and to minimise the amount of table space needed to view it.