Crowne Plaza required a set of menu designs that could work across multiple dining formats while aligning with updated brand guidelines. Initial directions explored generic cover options, but the opportunity quickly shifted towards creating a more distinctive and ownable concept that could unify the entire menu suite. The solution centred around a series of hand drawn illustrations, each tailored to its specific menu type while forming a connected system when placed together. Created on iPad, the illustrations were developed into a flexible visual language across restaurant, bar, and drinks menus. I designed the full menu system from concept through to final artwork, including internal layouts with a focus on typography, spacing, and colour application in line with the wider brand. Production played a key role in the outcome. The covers feature a gloss white print layer to elevate the illustration work, paired with durable hardback finishes. Internal pages were designed to be interchangeable, secured with a band system that allows for easy updates without compromising the overall structure. The result is a considered menu system that balances consistency, practicality, and a premium in hand feel.