Hia Lek
Client:
Hia Lek
Role:
Graphic Designer & Marketing Creative
Service:
Menu Design, Print & Collateral Design, Social Media & Digital Content
Year:
2024
Overview
Hia Lek, an authentic Thai restaurant based in Pasig, Philippines, required a cohesive set of visual materials to refresh their in-store dining experience and marketing efforts. My goal was to design a clean, appetizing, and easy-to-read menu system alongside promotional assets that encouraged upsells and repeat visits.
The restaurant needed to streamline the customer experience. Their previous materials lacked a unified look, making it difficult for customers to navigate the menu or quickly identify special offers. Additionally, they needed professional marketing materials (flyers and posters) to promote new combo deals and drive foot traffic to their physical location.
I developed a comprehensive design suite that blends traditional Thai restaurant aesthetics with a modern, sales-focused layout:
Menu Design: I created a clear, visually structured menu that categorizes dishes by meal type. By using high-quality photography and highlighting "Thai Favorites," I made the menu easier for customers to navigate, which helps reduce ordering time.
Promotional Campaign Design: I designed a series of "Combo Meal" posters and flyers (e.g., the "RICEsolution" promotion). By creating a clear visual hierarchy—placing the food front-and-center and using bold, contrasting call-to-actions for the "add-on" drinks—I helped the client effectively upsell their beverage line.
Versatile Marketing Assets: My deliverables included everything from point-of-sale (POS) table stands and printed flyers to large-format window decals, ensuring a consistent look and feel for the brand whether the customer was looking at a flyer or walking past the shop window.
Increased Upselling: The clear promotion of drink add-ons directly contributed to higher ticket sizes per customer.
Improved Brand Consistency: By aligning the design of menus, posters, and flyers, Hia Lek achieved a professional "look" that builds customer trust and reinforces their brand identity as a legacy restaurant.
Enhanced Customer Experience: The intuitive layout of the menus and promotional materials simplified the ordering process, creating a more seamless dining experience for guests.
