A clean, minimalist menu was well-suited to First Line Brewing’s relaxed atmosphere and strong sense of community. The goal was to develop a design that reflected the brewery’s casual, patriotic vibe while accommodating frequent drink menu updates through a cost-effective, easy-to-reprint layout.
Client’s Vision
Simple, Patriotic, Community-Focused
The goal was to create a design that reflected First Line’s welcoming, no-frills environment and its emphasis on honoring veterans and first responders. The menus needed to balance personality with practicality, staying aligned with the brewery’s casual, patriotic brand identity.
Process
Typography
The project was split into two pieces, addressing the food menu that rarely changed and the regularly updated drink menu from their Black Smoke Bourbon Bar. A typography evaluation was performed comparing the various typefaces being used in First Line’s branding. Novecento Slab and Futura were selected for their clean lines and compatibility with the brand’s tone.
Symbolism
Stars were used to flank section headings, symbolizing First Line’s “Pay It Forward” initiative—a tribute to Veterans and First Responders. The “Hop Bomb,” a pre-existing graphic supplied by the client, was integrated to add a personalized and branded touch.
Challenges
Consistency & Cost-Efficiency
To address the challenge of frequent drink menu changes and maintain visual consistency, a cost-effective approach was taken. A narrow, half-sized sheet layout was used with a black-and-white design. This allowed the brewery to print new drink menus as needed while keeping the look cohesive and on-brand.
Outcome
Clean, Patriotic & Practical
The final menus are a harmonious set of black-and-white menus that reflect the brewery’s simple, low-key, and patriotic community vibe. The design balances flexibility with style, providing a functional solution that reinforces the brand’s identity.