Marty Restaurants

Project

Marty Restaurants treats the annual menu launch as one of the brand’s key recurring communication moments. Previous menus relied on highly decorated compositions and multiple visual elements, which could make it harder for customers to focus on individual dishes and navigate the offer quickly. MOND:STUDIO was brought in to develop a clearer creative direction for the 2024 menu campaign, simplifying the visual system while giving the food a much stronger presence.

Approach

The new direction removes unnecessary background elements and reduces each composition to a single colour associated with its food category. By stripping the image back to its essential elements, each dish becomes the visual focus and the menu becomes easier to navigate. The photography system was conceived to extend beyond the printed menu: the same images were developed as campaign assets for social media, creating a consistent visual language across physical and digital touchpoints. Because Marty updates its menu annually, the system was designed as a repeatable framework that can evolve with future launches.