To enhance the menu for Loch Bar’s new restaurant in Philadelphia, a redesign was undertaken, incorporating their existing typefaces and brand colors. As a seafood tavern, a bespoke illustration of their renowned seafood towers was integrated, aligning with the established style seen in illustrations of chicken, lobster, and oysters. Consideration was given to the customer’s dining journey, strategically arranging courses from appetizers to entrees. Notably, the priciest item found its place in the top right corner, capitalizing on the natural focal point. The menu header drew inspiration from mental brackets and border elements reminiscent of vintage Philadelphia maps.