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I reviewed ten menus this week. Nine had the same words: "juicy," "creamy," "tender," "crispy." Adjectives so worn out the brain skips past them — the customer pictures a template, not a flavor.
"Chicken marinated 12 hours in yogurt and garlic" works because the brain starts picturing it. "Potatoes fried in olive oil from this year's harvest" works the same way.
20+ years in hospitality taught me this: people don't buy adjectives, they buy details they can picture. That's the standard every menu I write is held to.
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A FOOD WEBSITE DESIGNED TO FEEL LIKE A BRAND.
MisYum explores how bold art direction and thoughtful UX can turn a restaurant website into a memorable digital experience.
• Editorial visual direction • Distinctive food branding • Bold typography system • Intuitive product discovery • Conversion focused ordering journey
The idea was simple:
Don’t just make people hungry. Make them remember you.
Designed by WaxyWeb.
I'm currently working on a brand in Greek, which is a language I don't speak whatsoever. It's been super fun, surprisingly, because I honestly just focus on the vibes.
I’d highly recommend having a native Greek speaker, or someone with close Greek family and cultural experience, review the work before it goes live, just to make sure it feels and looks right culturally.
Case Study: The "Curated for Two" Dining Experience
The Strategy: Redefining Socializing for Pet Owners
Most "pet-friendly" spots simply tolerate dogs. For this project, I wanted to showcase a business that truly celebrates them. The challenge was to market a unique service in a city where frequent rain often keeps pet owners isolated at home.
The Problem: Pet owners lack high-quality indoor spaces where they can enjoy a full meal alongside their pets. Usually, it’s a choice between a meal for the human or a walk for the dog—rarely both at the same table.
The Solution: I highlighted the business’s dual-menu concept: a curated experience for both humans and dogs. By showcasing the connected indoor lounge, I positioned the business as the premier destination for "date nights" with your dog, regardless of the weather outside.
The Execution: The content focuses on the shared joy of dining together. By visualizing the curated dog menu and the comfortable indoor lounge, the campaign transformed the store into a sanctuary for the local pet community.
this is everything omg.