Cooking up something new

The Flying Elephant was started with a view to giving fine diners an experience like no other. Part of the restaurant’s strategy was to keep things fresh – from the ambience, the service and of course, the menu. After helping the brand take off with a launch campaign, we were called in to redesign their menu – on two separate occasions. 

Fine dining at its finest

We started off by paying homage to the spirit of fine dining and created a menu language that was unmistakable gourmet. By showcasing the food, fresh ingredients and cutting-edge plating techniques, we took classical foundations and gave them a modern interpretation. The result was a mixture of art and gastronomy. 

Into the mind of the chef

Next on The Flying Elephant’s ever-evolving agenda was to go beyond fine dining into a more experiential space, without giving up its culinary edge. To underscore this next step, we designed a menu that mirrored the diary of a chef and created pages to look like they were lifted straight out of the creator’s journal. 

The illustrative route opens a window into the mind of a chef, showing us their thoughts, ideas and recipes. We also picked certain spotlight dishes and broke them down to their important parts, just like how a chef would in the process of experimenting on and perfecting an idea.