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.

The design system needed to scale across multiple Founding Farmers restaurants, while tailoring the designs to give each their own identity while remaining cohesive overall. The flagship Founding Farmers DC restaurant uses the primary brand color maroon for the suite of menus. The second location in the Founding Farmers family is in Montgomery County, Maryland and uses 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 use of gold in the restaurant’s interior design.