I designed the menu system for Due Madri, an Italian sandwich shop owned by a wife-wife duo—butchers who traveled across Italy through with a food-centric tour guide to understand and learn about Italian sandwich making for their new business. The shop is in the James Beard–curated food hall at Pier 57 in New York City.

With only a logo and a few illustrations in place, I developed a cohesive visual system rooted in Italian design. I used typefaces by Aldo Novarese—Forma for headers and Egizio for body text—and created a color-coded structure: red for the food menu, green for the cocktail menu, inspired by the brand’s nod to the Italian flag. And I took details from their existing illustrations to create stickers to spotlight certain details in the menu. I designed the menus to be different sizes so they can stay layered on a clipboard, and the food menu layout reflects their offering: sandwiches, small bites, and individual meats and cheeses, each given distinct visual treatment within a unified system.