David Lloyd Clubs asked us to evolve the design of their food menu to meet the expectations of their members. From our insights, we shaped a vision of ‘premium’ that showcases the health-focused dishes in a way that feels both aspirational and accessible, while staying true to the club’s relaxed atmosphere.
To elevate the visual identity, we art-directed a food photography shoot, creating fresh dish imagery that felt both refined and authentic. Working closely with the chefs and food stylists, we captured a mix of perfectly composed hero shots and group scenes to bring the menus and marketing assets to life.
The menus have now been live for a few months and proving to be a big hit with members. An early review found 68% rated the new look ‘excellent’, while photographed dishes saw a 28% sales increase. We’re delighted with the results and hope this success continues across Europe.