JACX&CO Menu Design
Nestled in the heart of Long Island City, JACX&CO is a vibrant food hall offering some of NYC's most exciting culinary experiences. Owned and operated by Tishman Speyer, the space is a stylish gathering spot for locals and visitors alike.
With a rotating roster of food vendors and a central bar serving as a hub for happy hour and weekend vibes, JACX&CO needed a menu that matched its energy and elevated its offerings.
When the team at JACX&CO approached us at Omit Studios, they were looking for more than a menu redesign—they wanted a tool that could drive sales, showcase their diverse drink selection, and reflect the elevated yet approachable atmosphere of the space.
Services
Menu Design
Graphic Design
Strategy
Typography System
Production/Printing
A Customized Approach
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Our first step was a full audit of the existing menu. Printed in-house on standard office paper, the current menus were visually underwhelming and physically fragile. The drink list was cluttered and inconsistent, with a mix of formatting styles, unclear pricing, and hidden specials that were often overlooked by guests.
Beyond aesthetics, there were deeper structural issues. Some drinks lacked descriptions or listed ingredients inconsistently, which created confusion. The layout did little to guide the eye or encourage upselling. Our goals became clear: create a user-friendly, visually appealing menu that told a cohesive story, supported staff recommendations, and subtly encouraged patrons to try new drinks.
The Ingredients
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Working closely with the bar and restaurant manager, we helped reimagine the drink offerings from the ground up. We added a curated selection of signature cocktails with custom icons representing the glassware of each drink.
Consistency was key. We standardized the pricing strategy across categories to avoid confusion and restructured the entire menu flow—moving from signature cocktails to beer, wine, and non-alcoholic options in a logical progression.
Previously scattered sections were consolidated, and we ensured the tone of the menu matched the JACX&CO brand: confident, clean, and a little bit playful.
Cheers to Strategy
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One of the core business goals of a bar is simple: sell more drinks. Since designing menus for bars and branding restaurants has been our specialty for over ten years we knew exactly where to start.
The old menu made it difficult for guests to find happy hour specials or featured cocktails, so we addressed this head-on with a layout that highlighted the most profitable and seasonal items.
And since JACX&CO is housed within a dynamic food hall, we seized the opportunity to include a section promoting the culinary options from their partner restaurants. With brief callouts and stylized visuals, the menu became a cross-promotional tool—one that boosted the overall dining experience and helped foster collaboration across vendors.
Thoughtful Design
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The design process began by revisiting the original brand guidelines—many of which had been diluted or ignored over time. Fonts had become mismatched, spacing was inconsistent, and color usage no longer reflected the clean, modern identity JACX&CO was known for. Our first move was a full reset to align with their brand DNA.
From there, we introduced new formatting rules that weren’t previously defined: a unified system for item titles, structured descriptions, and a clear visual hierarchy for pricing.
We used spacing, weight, and typography to subtly guide the customer’s eye through the menu and emphasize the most important content without overwhelming the reader.
The Garnish: A Printed Work of Art
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Once the design was finalized, we moved into production—partnering with one of our trusted print vendors to bring the menus to life. Gone were the flimsy menus of the past. In their place: a beautifully weighted, textured paper that could stand up to the constant use of a bustling bar.
To elevate the look even further, we incorporated touches of brilliant copper foil on the front and back covers. The menus not only looked stunning, they lasted significantly longer than their predecessors. In fact, JACX&CO used half as many menus over the course of the season, ultimately saving money while reinforcing their brand's premium feel.
A Menu Worth Raising a Glass To
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The final product was a menu that not only looked good but worked hard. It guides guests through their drink choices, promotes food hall partners, and gives bartenders a better tool for upselling. The collaboration with the JACX&CO team was seamless, and the result was something we’re proud to have created.
If your bar or restaurant is ready for a design refresh that drives sales and elevates your customer experience, we’d love to help. Contact us at Omit Studios today for a free quote—and let’s raise the bar together.
