hero thai & izakaya
I led the menu redesign for Hero Thai & Izakaya with one goal: make the food look as good on paper as it tastes in real life.
The original menu needed more clarity, flow, and personality.
I restructured the layout to create a cleaner hierarchy, made it easier to navigate, and highlighted signature dishes in a way that felt intentional, not overwhelming. Typography, spacing, and pacing were all carefully considered to balance Thai and Japanese influences while keeping the experience modern and elevated.
One of the key design decisions was incorporating top-view food photography — styled and shot as if the dishes were sitting right in front of you at the table. I wanted guests to feel like they were already in the experience while flipping through the menu. That overhead perspective creates immediacy. It’s immersive. It pulls you in.
I collaborated closely with a food stylist and photographer to art direct these shots. We focused on composition, negative space, and natural lighting so each dish felt vibrant and dimensional, not flat or overly staged. The top-down angle also allowed the layout to feel clean and organized while still visually rich.
Rather than overwhelming every page with photos, I strategically featured key dishes to guide attention and influence ordering decisions. The imagery worked hand-in-hand with typography and layout to create rhythm and hierarchy.
The result? A menu that doesn’t just list food: it lets you see it, almost taste it, before you even order.
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Print - Branding Campaign