Goode Company Seafood Menu System

Goode Company Seafood Menu System - PaperSpecs

In using varied substrates to pull this system together, we learned that simple elements can translate from substrates to wood brands, in order to make a system like this feel cohesive yet infused with personality.

– Allyson Lack, Creative Director


You can just about feel the sea breeze while perusing all the elements of this engaging menu system—a fresh and adaptable system that appeals to all the senses.

The menu system was not only part of the parent company’s brand redesign by Principle that launched earlier this year, it was the first to be unveiled. Starting with the redesign centerpiece, “We partnered with letterer Jessica Hische to bring Goode Company’s iconic script into a new era, uniting its beloved family of brands—from BBQ to dance hall—under one clean, classic mark,” says creative director Allyson Lack. “The combination of layered illustrations and the dusty blue palette added an element of tranquility that pairs well with the modern typography. And to pay homage to Goode’s premium Gulf seafood and fond family memories, we blended the sun-washed, sea-swept nostalgia of a coastal diner with a touch of refinement, weaving the stories behind their one-of-a-kind family dishes throughout the system and through the selection of quality stocks and unique finishes.”

Goode Company Seafood Menu System - PaperSpecs

Principle worked the puzzle of organizing the original multi-page laminated menu into a single sheet for a polished first impression, as well as an at-a-glance assessment of Goode’s expansive selection. Simple yet sophisticated, the new printed system is easily updated and reprinted as needed. The challenge of finding a substrate that could stand up to daily wear-and-tear and handle alcohol-based cleaners was easily met with the specification of Mohawk Synthetic Premium Polyester—a durable moisture- and grease-proof synthetic sheet available for digital presses. Adds Lack, “We loved the matte/tactile feel and the thickness. We wanted a single-panel menu that felt good in patrons’ hands, printed beautifully and would endure the rigors of
the restaurant environment.”

Let’s order some appetizers—don’t the Homemade Seafood Tamales sound great?

System Photography: Julie Soefer
Writing: Erin O’Connor

Goode Company Seafood Menu System - PaperSpecs

Project Details

Title Goode Company Seafood Menu System Client Goode Company Restaurants Date February 2015 Design Principle Allyson Lack, Allyson Lack, Nadia Usmani, Rachel Rothburg, Mike Guillory
Jessica Hische
Print RR Donnelley Houston Houston, TX Paper Mohawk Premium Polyester 14 mil

Production Details

Print Quantity 500 Production Time 2 weeks Printing Method Digital, offset Number of Colors 2 or 3 colors


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