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Specialty drink menus are a very
effective way to increase sales of a highly profitable product. This menu was designed
for Ra, the Nightclub, located in the Luxor Hotel and Casino in Las Vegas.
From a design standpoint,
drink menus present totally unique design challenges. First, they must be legible in
very dark rooms and
use very few words. Second, they will be handled constantly as they are
usually left on tables to be shared by everyone. Third, they must be waterproof to surive
spills by both customers and hard-working busboys. Fourth, the ingredients in specialty
drinks change frequently, so there must be a way to cost-effectively "crash imprint"
the text sections and to add and delete entire pages quickly. And finally,
like any food menu, the photos must be
highly appealing to encourage orders.
The result is the menu you see here. It incorporates spectacular photography with
black crash-imprinted text for drink names and ingredients. It is laminated and spiral
bound with plastic to ensure there are no sharp edges. The cover is a 3-D illustration
of the club's interior walls and its logo.
See Sushi Menu for Mask at the Rio Suites Hotel
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