When the client came to us with a multidisciplinary store and no clear identity yet, we started with a simple observation: a restaurant menu offers you many different things to choose from, all presented with the same sense of care and structure. That observation became the idea behind the entire brand. We proposed The Menu as the name and concept itself, building the identity around a classic French menu as the reference point. Its structure, typography, and quiet sense of ceremony shaped every touchpoint we designed, from the name to the packaging. Clear categories, considered hierarchy, a tone that feels curated rather than commercial, all borrowed from that language of presentation.