When House of Blues decided it was time for a nationwide overhaul of their menu, I was given the task of creating a design that would be uncommon, long-lasting and easily editable at the local level. I focused on tying in the rich heritage of the House of Blues brand by using portraits of legendary blues artists laser engraved into a blue pine cover and bound in weathered faux leather.
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The blue pine or "beetle-killed wood" is found wood which has already been killed by mountain pine beetles, giving it its beautiful pigmentation as well as making the vehicle sustainable and environmentally conscious.
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Since each of the 13 House of Blues venues has an ever-changing menu specific to its region, the pages can be easily swapped out by the waitstaff when an update is required.
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