creative direction
Bradford Prairie
Industry
Restaurant
categories
Branding / Page Layout
deliverables
Custom logo, brand assets & menu design
overview
The Jiu Long Palace is a moderately priced Chinese restaurant located in Las Vegas inside the Cosmopolitan Luxury Resort and Casino. The restaurant, specializing in authentic Cantonese cuisine, features a variety of mouthwatering dishes, drinks, and desserts. Its customers are foodies ages 30-50+ and casino regulars looking for a convenient, distinctive bite to eat.
approach
To set the restaurant’s menu apart from countless restaurants in this zone, I created a minimalistic grid system to aesthetically organize the menu items. The menus were paired with a set of leather menu boards and a minimal black and gold palette to communicate a sense of sophistication and elegance to its clientele at an affordable price.
Avenir was used for the headings for its harmonious and sensible appearance that make it suitably refined and elegant. For clear contrast, it was paired with Baskerville; a transitional typeface with crisp lines and geometric construction.
A pattern was created to convey the brand’s feel of authenticity while adding a hint of playfulness.
