LVIIISELECTED WORK All work

METZGERS.

BRAND AND MENU
Metzgers branded food packaging on a wooden kitchen table
BRAND AND MENU

Spec work for Metzgers: a menu system that carries the restaurant’s craft into film, pairings, and objects.

Task & approach

Treat the menu as the brand surface — then extend it to kitchen films, pairings, and objects without turning the restaurant into a costume.

Client
Self-initiated · Metzgers
Role
Design Lead, Art Director
Scope
Menu · Motion · Packaging · Merchandise

Menus as Storytelling

Reimagined menus as storytelling tools, connecting food, craft, and brand.

The menu as a brand surface — Metzgers
The menu as a brand surface

Behind-the-Scenes Video

QR codes link to videos showing meal preparation — the team’s care, ingredient freshness, and chefs’ skill — before the meal even begins.

From the menu to the kitchen — Metzgers
From the menu to the kitchen

Personalized Pairings

A ‘Seal of Harmonization’ — a chef’s favorite song or a curated wine pairing — adds a human element to the menu while driving additional sales.

The Seal of Harmonization — Metzgers
The Seal of Harmonization
Wine pairings — Metzgers
Wine pairings

Merchandise & Packaging

Branded objects — apparel, cutlery, sustainable packaging — as brand extensions aligned with a premium positioning.

Craft at the table — Metzgers
Craft at the table
Branded objects — Metzgers
Branded objects
Merchandise — Metzgers
Merchandise
The team’s uniform — Metzgers
The team’s uniform

Impact

Positions the restaurant as a brand system, not a single printed menu: one language across table, phone, and object.

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