Menu Design
CLIENT:
SHAKE SHACK
ROLE:
DESIGN
CREDITS:
Creative & Art Director: Cathie Urushibata
Copywriting: Kevin Gallagher
Design Team: Zoe Atsidis
As Shake Shack grew, a more elevated and adaptable menu design became necessary.
The design team worked with copy, marketing and operations to re-envision the menu design. As the company grew, so did the customer journey and the products on offer, so of course the in-store collateral had to as well.
The original menus were a giant magnet board with individual magnets each line of text. With just a few restaurants, this was a customizable option that allowed flexibility. As the company scaled, it became clunky and cumbersome for the restaurants to manage.
With more Shacks opening, we needed to create a design solution that would allow for that same flexibility across locations with an elevated design to match the beautiful store designs. Simplified menus with a more recognizable design system took center stage, with space for eye-catching product campaign promos.
