Green Menu

2021

Context:
I designed the visual identity for the Green Menu project, a collaboration between Ecolife and local restaurants in Morelia, Michoacán, promoting eco-friendly dishes to support Monarch butterfly conservation. Implemented across various mediums, it resonated with diners, encouraging conscious choices that benefit the environment and local communities.

Objective:
The goal of the Green Menu project was to design a visual identity for a collaboration between Ecolife and local restaurants in Morelia, Michoacán. Each participating restaurant offered a unique green dish, with a portion of the proceeds going to Ecolife to support the conservation of the Monarch butterfly and aid vulnerable communities around the Monarch Butterfly Biosphere Reserve. The challenge was to create an engaging, eco-friendly design that communicated both the environmental and social impact of the initiative.

Role:
As the designer, I was responsible for creating the Green Menu’s visual identity. My role included conceptualizing the design, selecting a color palette, and ensuring versatility across both digital and print applications. The design needed to align with the ecological theme while resonating with restaurant patrons and supporters of the cause.

Solution:
The final design prominently features the color green, symbolizing vitality, nature, and sustainability. Leaves and healthy food elements are shown falling into a bowl, representing nourishment and growth. The design was created using three inks, which made it adaptable for various mediums, from digital menus to printed materials like tote bags. The simplicity and eco-consciousness of the design reflect the initiative's environmental mission. Additionally, videos of the restaurants accompanied the campaign, providing visual support and reinforcing the message.

Outcome:
The Green Menu was successfully implemented in participating restaurants, with diners directly supporting the conservation of Monarch butterfly habitats and the health of surrounding communities. Proceeds also helped provide efficient wood-burning stoves to reduce pressure on local forests. The visual identity of the Green Menu resonated with patrons, encouraging them to make conscious dining choices that benefit both the environment and vulnerable communities. The eco-friendly tote bags further promoted sustainable habits, reducing plastic waste and aligning with the project's environmental goals.

Credits:
Illustration - Mariana Fraga
Video - Andrés Alonso