Fire.
Tradition.
A Menu With Character.
The Knife Parrilla Argentina / Menu - Case Study
2025 - 2026.
Custom Menu Design - Creative Direction - Restaurant Menu Systems - Print Materials.
A menu that feels like The Knife.
The Knife has always had a strong point of view: Argentine parrilla, open fire, wood and charcoal, and a dining experience rooted in tradition.
Our approach was to bring those elements into the menu itself — not through a generic “Argentine” aesthetic, but through typography, texture, imagery, hierarchy, and details that feel connected to the brand.
The result is a menu system with its own character: familiar, expressive, and unmistakably The Knife.
The Creative Process:
1. Brand & Concept Discovery – We looked at what makes The Knife different — Argentine grill culture, fire, tradition, Buenos Aires, and the social experience around the table.
2. Creative Direction –We explored different visual territories, from a more refined parrilla aesthetic to a stronger Rústico Gaucho direction rooted in Argentine cultural references. The original design rationale focused on authenticity, warmth, tradition, and cultural identity.
3. Typography & Colors – We built the system around deep blue, warm reds, aged paper textures, vintage-inspired typography, and imagery that gives the menus a sense of place.
4. Layout & Hierarchy – The menu needed to handle a substantial amount of information without losing personality. Sections, descriptions, prices, specials, and featured items were organized to make the experience easier to navigate.
5. Extending the system– The visual language was adapted across different menu formats and applications, including the main menu, wine menu, drinks menu, and specialized menus.
A fine dining, cleaner option presented.
A fine dining, cleaner option presented.
The Result:
A menu system that became part of the brand experience.
Rather than treating the menu as a simple list of dishes, we designed it as another touchpoint for The Knife’s identity.
The work created a visual language that can move across different menus while keeping the same core character — Argentine, warm, distinctive, and rooted in the parrilla.
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