Project Overview
Taste of Jamaica, a small Caribbean restaurant, was struggling to maintain consistent sales due to both operational and branding challenges. The restaurant’s existing menu was cluttered, difficult to read, and lacked visual appeal, which discouraged customers from exploring the full range of offerings.
Through the Latino Economic Development Center (LEDC), MAJ Solutions was commissioned to help rebrand the business within a limited budget—focusing on creating a new, professional logo set and refreshing the menu to make it more inviting and functional.
Challenges
- Budget Constraints: The scope of work had to be strategically planned to deliver maximum impact within a small budget.
- Ineffective Menu Design: The old menu layout was overly busy and confusing, preventing customers from easily finding what they wanted.
- Lack of Cohesive Branding: There was no clear visual identity tying the restaurant’s marketing materials together.
Design Goals
- Create a distinctive, culturally resonant logo that reflects the vibrant flavors and heritage of Caribbean cuisine.
- Redesign the menu for clarity, readability, and visual appeal, making it easier for customers to navigate.
- Ensure that the logo and menu work together to form a cohesive brand identity.
Creative Process
- Logo Design: Developed a colorful and culturally inspired logo set that captures the warmth, vibrancy, and authenticity of Jamaican cuisine.
- Menu Redesign: Simplified the layout, organized menu categories clearly, and incorporated the new branding for a polished, professional look.
- Budget Optimization: Focused resources on high-visibility items (logo and menu) that would have the most immediate and lasting impact on customer perception.
Results
- The restaurant now has a cohesive brand identity that makes it more recognizable and professional.
- The new menu design is visually appealing, easy to read, and encourages customers to explore more offerings.
- Overall brand presentation is now aligned with the quality of food, helping to build trust and attract repeat customers.
Conclusion
This project is a clear example of how strategic design choices—even on a limited budget—can dramatically improve a business’s presentation and customer experience. By focusing on a bold new logo and a streamlined menu, Taste of Jamaica now projects the vibrant, flavorful spirit of its cuisine to both new and returning customers.