Paps Italian came to us with a simple need: a menu design.

Instead of treating it as a standard menu brief, we approached it as a brand experience:
What if a restaurant menu could become more than a functional item? What if it could become something customers wanted to keep, share, and hang on their walls?

Our answer was a single-use menu designed in a tabloid newspaper format, with a bifold structure and a large illustrative front cover inspired by Fellini’s magnificent quote. It functioned as a menu, but felt like a collectible poster.

The response was immediate. Customers loved it, shared it across social media, and many took it home as a piece of art.

This project proved that branding does not have to stay static. A printed menu can become a social object, a wall piece, and an earned media space, extending the restaurant experience far beyond the table.