Cuenca Menu & Catalogue Design
Menu redesign and product catalogue for a farm-to-table cheese brand.
Role
Graphic Designer
Deliverables
Catalogue for online sharing, printable PDF menu
Tools
Illustrator, Photoshop
Date
June 2025
👩🏻💻 Overview
Quesos Cuenca is a small cheese business that embraces a farm-to-table philosophy.
I was assigned to redesign their menu and create a catalogue for retail. The previous menu felt cluttered and visually unengaging, while the catalogue needed to communicate the brand's story and the quality of their products in a concise, visually appealing way.
🧩 Challenges
Catalogue
The client wanted to display all products, detail their processes and partnerships, and maintain strong storytelling, all within a limited space.
Menu
With a large product range, the menu risked overwhelming consumers, making it difficult to find specific items.
🚀 Solution
Catalogue
- Prioritized key information to keep text concise
- Selected only the most important products to feature visually
- Maintained a consistent, modern, high-quality style throughout
- Used images strategically to reinforce the brand story
Menu
- Changed layout from vertical to horizontal to match natural reading patterns
- Made category titles prominent to improve product discoverability
- Added subtle illustrations for each category as visual aids, with transparency applied to maintain text legibility
✏️ Design Process - Catalogue
Catalogue Development
First proposals focused on understanding the brand story and finding the right balance between information and visual appeal.
Feedback Highlights:
- Reduce text density and focus on storytelling
- Highlight signature products to simplify decision-making
- Enhance the interface with a contemporary design
💫 Final Catalogue Pages
Open Catalogue PDF
✏️ Design Process - Menu
Original Menu Design
The original menu design had a monotonous layout, making it hard for users to scan information quickly. Additionally, the available space was not optimized, which limited its clarity and impact.
Client requirements:
- Improve spacing to avoid a cramped appearance
- Refine the design for clarity and quick readability
Improved layout
💫 Final Redesign
Open Menu PDF
✨ Reflections & Lessons Learned
- Prioritization is key: highlighting essential information creates a cleaner, more digestible design
- Visual storytelling can be conveyed effectively with fewer images and thoughtful layout choices
- Reading patterns (horizontal vs. vertical) significantly impact user experience in print materials