menu design
In-House Work: Village Cinemas Gold Class Menu ReDesign
Year: 2025
Project Objective:
An in-house Gold Class menu redesign focused on refreshing both the content and visual direction to create a more premium and modern customer experience.
A key part of the update was rethinking the photography style, shifting towards brighter, lighter imagery that feels more natural and elevated. This helped position the menu as more aspirational while still remaining approachable and aligned with the brand’s food offering.
The previous Gold Class menu was built on a well-established hierarchy that customers had become familiar with over time. While the structure remained effective, its overall visual language no longer aligned with the evolving premium direction of the brand.
The design relied on darker photography, heavier background textures, larger blocks of copy and promotional content, creating a denser page composition. Although functional, the menu felt more traditional in its execution, with limited white space and less emphasis on showcasing the quality of the food itself. These observations formed the basis for the redesign and helped identify opportunities to create a more contemporary dining experience.
Project Outcome:
The redesign retained the familiar flow while introducing a lighter, more premium visual language that better reflects the Gold Class experience.
Bright, editorial inspired photography became the hero of the menu, supported by a refined palette, generous white space and subtle framing elements to create a cleaner, more sophisticated layout.
Beyond the visual refresh, the menu was redesigned with usability in mind. Product descriptions were streamlined for easier scanning, and promo callouts were reworked to stand out without overwhelming the page. The result is a menu that feels both elevated and intuitive balancing luxury with practicality while enhancing the overall guest experience.
This project demonstrates my ability to balance brand evolution with customer experience through thoughtful design. By refreshing the Gold Class in-house menu, I developed a clearer visual system that enhances readability, elevates food photography and creates a more premium dining experience while maintaining a familiar structure.
Disclaimer: The work featured on this page was created as part of my in-house role at Village Cinemas and is displayed with permission for portfolio purposes. It does not represent client work completed by Playback Creative.