Americana came to us with a clear need. As they moved forward with their downtown brick and mortar location, they wanted a menu design that matched the energy of the space and the clarity of their offerings. Their brand is built around doing a few things extremely well, and the menu needed to reflect that same confidence and simplicity.

We started by meeting with their team to understand what they wanted customers to feel when ordering. The goal was not to overcomplicate the design or introduce unnecessary visual elements. Americana’s food speaks for itself, and the menu needed to support that by being clean, readable, and instantly digestible. Every decision was made with the customer experience in mind, ensuring that ordering felt effortless and intuitive.

The design process focused on pulling the strongest elements of their brand and applying them in a way that felt bold but minimal. We emphasized hierarchy, spacing, and layout clarity to ensure that the menu felt straight to the point while still carrying the personality that makes Americana so recognizable. The final design balanced function and style, creating something that looks intentional without distracting from the product.

The outcome was a menu system that feels true to Americana’s identity. It highlights what they do best and presents it in a way their customers appreciate. Simple, confident, and built for a high volume environment where clarity matters. The new menu reinforces Americana’s brand while enhancing the in store experience, giving their downtown location a polished visual asset that matches the quality of the food behind the counter.