Launching the new Element Fresh menu design
And a story of bad timing!
Editors Note: Sadly this long running icon of Shanghai Element Fresh food and beverage scene is no more – they filed for bankruptcy (without paying us) Hey ho, you win some you lose some! The project below was poorly timed, trying to rebrand and refresh to stand out against the competition… but just as they were getting their ducks in a row, covid hit and such a big organization couldn’t stand the financial pressure. That said, it’s one of our favourite picture menu designs ever! For something a little more stylish, check out Fook Wu Kwong.
In the past few months, we’ve been working side by side with Element Fresh on their rebranding project, which includes the roll-out of their all-new menu.
The all day menu - Shanghai and Beijing target market
We are thrilled to see the project come to life and being launched in all Element Fresh stores today. Please take a peek into the process and effort that went in to crafting this. Photography menus are popular for western food across Asia. We’ve been doing this for years! We’ve even done a huge photoshoot and production layout for Chili’s in the Philippines.
The all-new menu in store.
During the photoshoot
Testing shot during the photoshoot
The team went into great detail in lighting and arranging the plate, all to make sure each and every dish comes to life with the deliciousness they deserve.
Testing shot during the photoshoot
Positioning the plate in the shoot
Final Shot
Before taking each shot, we preplanned the position of each dish and tested lighting.
Practising the hand guesture for the shot
For this candid shot, many test shots we had so that the dressing poured perfectly.
The final shot
The drinks menu concept
Drinks are a huge part of Elements Fresh’s concept, this simple layout was the result of months of strategy and years of data!
During the photoshoot
Final Shot
For the juice shot, we even built a small stage so that the background could have a sense of depth.
Lastly, if you ever wondered how the design file looks like
Grid based layout from InDesign
Our Art Director Jennifer, who led this project from beginning to the end, said this about the new menu.
所有的事情都会留下痕迹，经历会在我们身上留下独有的印记，你吃过的饭、走过的路、看过的书、爱过的人，这些都会在你身上体现，交叠组成独特的你-新元素。 Everything that happens to you will leave a mark of some kind, those unique mark up make who we are. Those paths you travelled, the books you read and the people you loved, will all leave a print on you and make you unique as it is - just like the new Element Fresh.
There is much more exciting dishes in the new Element Fresh menu, check it out from today it in any of the Element Fresh store!
Final Shot
Final Shot
Final Shot
