My freelance work includes a diverse range of projects. I crafted menus and logos for a professional chef, capturing the essence of their culinary creations and aesthetic. Additionally, designed caricature for a family friend's wedding invitation, and currently working for StayInTouchSystem.com, where I am responsible for two of their postcard campaigns (international recipes and cakes).
​
Tools: Procreate & Canva
Gourmet Tables
A professional chef embarking on a journey as a curated recipe creator required a logo and menus for catering needs. The client envisioned a contemporary style infused with luxury, primarily in shades of pink and purple.
Logo Concept
-
Gold circle to highlight brand name
-
Background of vertical stripes in pink and purple
-
Stripes used to emphasize centerpiece and add elegance
-
Two different tones of magenta used for the subtle 4-square effect
-
Bold capital letters for brand name
-
"by Latha" in simpler italic font for personal touch
Business Cards Samples
Created a few designs to match the logo and other prior preferences
%20(Business%20Ca.jpg)
%20(Business%20Ca.jpg)
%20(Business%20Ca.jpg)
Weekly menu
-
Light purple and pink tones to batch brand colors
-
Used fancy writing for dates, and simple writing for food items
-
Background with veggie iconography
-
Clear layout with white background to keep it legible
-
Clear CTA - WhatsApp contact info, and Instagram handle
-
Symbols showing if it's gluten-free, vegan, or vegetarian.
How the menu evolved
-
Initially, the design incorporated striped borders at the footer to complement the logo, as seen in some prototypes below.
-
However, as the design evolved, it became apparent that the footer might be diverting attention.
-
To ensure the audience's primary focus remains on the menu text, extraneous elements were removed.
-
Text clarity and size were enhanced through iterations to enhance readability.
-
Additionally, the color scheme for pricing was modified to break the monotony.
Other variations
-
A classic ambiance featuring brass dinnerware. This design could potentially be used by the client for special occasions like festivals or weddings.
-
The incorporation of photographs within the menu. This is a consideration for the future, once the client compiles a more extensive photo gallery.
-
An ongoing debate about whether to include specific accent elements or maintain a consistent background design.
-
For upcoming needs, the client is contemplating reintroducing some of these elements. They aim to use them for bespoke catering displays during events, effectively showcasing both the menu and the caterer.
%20(35%20x%2030%20cm)%20(1).png)
%20(35%20x%2030%20cm)%20(2).png)
%20(35%20x%2030%20cm).png)
Stayintouchsystem.com
Stayintouchsystem.com offers the Stay In Touch Follow-Up System®, a postcard marketing system designed specifically for real estate professionals. This system aids in maintaining contact and is aimed at ensuring repeat and referral business for Realtors. As an intern in their design & marketing team, worked on researching and creating two sets of cards - International Recipe Collection and a Cake Collection.
Variations and final versions
-
Once the recipes and selections were approved, several card designs were created.
-
The marketing team reviewed these and selected the final design(Churros card template below)
-
Initially, various prototypes were requested to explore the feasibility of using Canva.
-
The idea was to explore how it would fit with their current requirements so they could supplement some of their work with Canva.
-
Some of the areas that were investigated and demoed were:​
-
Layout resizing​
-
PDF print quality
-
Magic Media for AI generated images
-
Typeface choices
-
Transparency
-
Background remover
-
Layering
-
.png)
.png)
.png)
Caricature
A family friend wanted a special wedding invitation just for a select group. They wanted it to be unique and interesting. So, I thought of creating a caricature of the couple in their wedding clothes
