LEON:
Marketing material

Brief

As part of their approximately 95 menu launches per year, Leon health food restaurants required a complementary set of launch posters that would highlight the unique attributes of their seasonal dishes. Each poster needed to effectively communicate the stand-out flavours from each menu, drawing in customers through vibrant, tailored design.

Concept

Leon’s seasonal poster project involved the design for artwork to be used inside their restaurants, as well as displayed across their numerous shopfronts. With frequent menu changes demanding a nimble design approach, the strategy to creating the posters was consistent and clear: to create designs that would communicate the flavour of each of the restaurant’s dishes in a coherent, playful and colourful way.

Across each of the posters, this intention was brought to life through three main design elements. The first was the use of bright colours, consistently choosing shades that would capture the attention of passing customers. The second was the use of striking typography to communicate nuances of flavour. Finally, illustration was an important tool in supporting the graphic elements of the designs, providing visually led context to Leon’s creative menus. The variety of posters had to strike a balance between originality and brand unity – each artwork was different but had to read distinctly as belonging to the Leon family.

The relationship between text and image remained consistent throughout all the posters designs, helping to create a tangible degree of familiarity.

Outcome

By building a winning composition of graphic text and impactful imagery, Leon’s menu launch posters became defined consistent design integrity, succeeding in communicating the restaurant’s wide variety of
original flavours.