Kook’s & Bigg’s
A menu disguised as a newspaper.
Creative Concept, Editorial Design, Print Production, Monthly Execution
What if the menu behaved like a newspaper?
THE CHALLENGE
Kook's & Bigg's needed a menu that could break from the conventional restaurant format, evolve monthly, keep printing costs under control, and create interaction and attention within the local area.
MORE THAN A MENU
The challenge was to create something distinctive, practical, and repeatable. The piece had to work as a menu first, while giving people more reasons to pick it up, browse it and remember it.
A newspaper first. A menu inside.
Designed to be browsed—not simply read.
We reimagined the menu as a playful tabloid-style newspaper. The format created space for food listings alongside editorial content, illustrations, promotions, recipes, horoscope features, tips and seasonal communication. The visual system borrowed from editorial publishing through strong hierarchy, columns, sections, illustration and selective color.
The paper itself was part of the idea. Real newsprint reinforced the tactile character of an actual newspaper while supporting the project’s cost-conscious production approach. A limited budget became a deliberate material choice—and the production constraint became part of the visual language.
More than a menu. More reasons to look.
Recurring sections such as Horoscope, Recipe of the Day, Tips and Promotions gave customers more reasons to engage with the piece. At one stage, copies were also used as a promotional item similar to a flyer, extending the format beyond the dining table and into local communication.
One format. A new edition every month.
Brandeta managed the project across concept, design, production and monthly follow-up. The system was built to absorb new content while maintaining a recognizable editorial language: define the communication need, create the newspaper structure, prepare the artwork, manage production, and deliver the physical piece on a recurring basis.
Think → Create → Execute
This project demonstrates creative thinking under constraints, format-led design, repeatable editorial systems, integrated execution and purposeful print. No specific performance result is claimed because no verified campaign metrics are available.