This project marked a new retail concept for Bee Cheng Hiang’s Japan outlet, introducing a dine-in experiencealongside its traditional retail offerings. The menu featured a selection of gourmet food items, and the design needed to reflect a refined yet accessible brand tone tailored for the Japanese market.

My Role

Visual Research & Layout Design:

• Collaborated closely with the Japan marketing team to explore local menu styles and aesthetics
• Developed the overall look and feel of the menu layout, ensuring it felt premium yet functional for daily use

Image Enhancement:

• Worked with photos provided by the Japan team and retouched, edited, and adjusted them to improve overall presentation

In-House Production:

• Oversaw final layout and formatting for self-printing on specialty textured paper, which was later sent and used at the Japan outlet

Design Approach

• Localized Sophistication: Designed with the Japanese audience in mind — emphasizing simplicity, precision, and calm elegance
• Balance of Form & Function: Ensured the menu was not only visually appealing but also practical and clear for dine-in customers
• Material-Led Finish: Chose a layout style that complemented textured in-house paper stock, enhancing the tactile experience of the printed menu

Outcome

• Delivered a fully bilingual dine-in menu system tailored for Bee Cheng Hiang’s new concept in Japan
• Enhanced provided visuals to match a more polished, appetizing standard
• Supported successful launch with a cost-effective and locally resonant menu, printed and produced in-house
• Helped bring to life a refined yet accessible dining experience for the Japanese market