Founding Farmers Menus
While at Farmers Restaurant Group, I was tasked with a large project of redesigning the menu for all day parts at all of Founding Farmers’s locations. With a lunch & dinner menu of over 125 items, a suitable wayfinding system was crucial to the design of the menu. The solution was to use illustrations (in a style reminiscent of lithography—a form of art popular during the Founding Fathers era) to tour guide guests from starters, to lighter (lunch) entrées, and then down to larger (dinner) entrées. The result is a light and airy design and evokes a modern farmhouse feel, which perfectly matches the interior design and atmosphere of the restaurants.
Services: Branding, Art Direction, Layout Design
Client: Founding Farmers
Design Director: Angela Parrotta
Photography: Ken Fletcher
Lunch & Dinner menus for the 3 Founding Farmers locations in the DC, Maryland, and Virginia metro area. Each menu suite is designated a specific color to differentiate the stores.
The flagship Founding Farmers DC restaurant used the primary brand color maroon for the suite of menus.
The second location in the Founding Farmers family in Montgomery County, Maryland used the second primary brand color, yellow, for the suite of menus.
Gold is used for the suite of menus for Founding Farmers Tysons, inspired by the restaurant’s interior design.