Sarah Edmands Martin

DESIGNER

Associate Professor
University of Notre Dame

Designer, artist, and scholar working at the intersection of visual communication design, critical fabulation, and media aesthetics. 


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Rockafella’s Restaurant

Menu design, art direction, illustration2011
Art direction and menu design for the grunge burger restaurant, Rockafella’s, which served gourmet bar food with attitude.
    


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Concept


The menu design for Rockafella’s balances brand identity, function, and visual hierarchy with a punky, fun style in order to create a unique dining experience for Rockafella’s customers. The black-and-white herringbone patterning establishes visual rhythm, while red accents draw the eye to headers and callouts, aiding navigability and establishing a confident tone. Typography is both playful and structured, with vintage-inspired type treatments nodding to Americana and sports-bar culture, anchoring the brand in familiarity while asserting distinctiveness. 


menu design
promotional materials
takeaways
food photography
poster design



increased restaurant sales
Client

Designer
Rockafella’s Restaurant

Sarah Edmands Martin


















The Frequent Diner Rewards Cards extend the restaurant's visual identity into the realm of customer loyalty with bold coherence. Featuring the same herringbone pattern and oversized red "R" as the menu system, the card reinforces brand recognition while adding tactile value to the dining experience. The stamp system is cleanly organized, balancing visual energy with functional clarity. Together, the cards serve as both a promotional tool and a pocket-sized brand ambassador, merging utility with graphic memorability.