Local cafe owner Sean Kyne approached me to refine the menu for his Aldeburgh cafe, bringing it in line with the established brand identity. The cafe had a distinctive personality, rooted in Sean’s vision of a traditional British breakfast cafe - a no-frills, classic greasy spoon. At its heart was a passion for good, honest food, made with quality local ingredients and served without fuss. However, the existing menu wasn’t fully capturing that character.
Building on the existing branding I selected a typeface that complemented the logo while subtly referencing the cafe’s letterboard aesthetic, reinforcing its authentic, unpretentious feel. At the top of the menu, I featured Sean’s favourite quote, “Breakfast is everything” by A. A. Gill - a simple but fitting statement that captures the cafe’s love of breakfast and sets the tone for the menu.
I also introduced a clear, structured layout with distinct menu sections, making the menu easier for customers to navigate while helping Sean and his team take orders more efficiently.
The reverse of the menu provided an opportunity to tell more of the cafe’s story, highlighting its commitment to locally sourced ingredients. I also incorporated practical details that had been missing from the previous menu, including opening hours, the website and Instagram handle. With the cafe’s strong social media presence, these additions helped connect the printed menu with its wider online community.
The result was a menu that better reflected the cafe’s personality, celebrated its approach to good food and quality local produce, and strengthened the overall customer experience.
