NIDO STUDIO
COSMIC CURIOSITY
VINOTEKET
→04 / 07
BETWEEN
Every detail considered, from how the food looks on the plate to how it reads on the page.
CLIENT
Vinoteket, Oslo
SECTOR
Wine bar & restaurant
YEAR
2025
SCOPE
Photography · menus · social
CAMPAIGN PHOTOGRAPHY · NATURAL LIGHT, SHOT ON LOCATION
THE BRIEF
A new concept in the kitchen, an old menu on the table. Vinoteket needed the design to carry the news, because a menu is the only piece of communication every single guest actually reads. And while we were at it, there was a second brief inside the first: guests took a very long time to choose a pizza. The menu had to make the decision feel easy without making the offer feel smaller.
THE IDEA
THE MENU DOES THE EXPLAINING, SO THAT THE TABLE CAN DO THE TALKING.
The insight came from the floor, not the desk: guests were slow because the old menu made every pizza sound equally important. The redesign gives the page a point of view. Fewer pizzas per spread, real names instead of ingredient lists, an illustration to fall in love with, and a pizza of the month for anyone who enjoys being told what to have. Choosing now feels like being guided by a good waiter rather than studying a document.
BEFORE
AFTER
THE SYSTEM
How the visual world holds together.
TYPOGRAPHY
The type was inherited, not chosen. The menu had to live inside Vinoteket's existing identity, so the work was making the same letters behave differently: new hierarchy, new rhythm, new roles. The page feels new without breaking the brand.
LAYOUT
The old menu seated ten pizzas in one dense column. The new one gives four a page, opens each category with two lines that explain it in Norwegian and English, and grants every pizza a name, a story and a hand-drawn portrait. A pizza of the month offers the undecided a way out, and the allergen codes shrink to a quiet row of initials. Less to scan, more to want.
PHOTOGRAPHY
Shot close and dark, the way the food actually looks in the room. Texture leads: the char on the crust, the fold of the ham, the cream giving way to the knife. Images built to shorten the distance between reading and ordering.
CHECK OUT MORE PICTURES →
SOCIAL MEDIA
REELS
SOCIAL MEDIA
POSTS
THE OUTCOME
Ordering got faster, and something better happened too: guests started asking for pizzas by name. Not the one with the lamb, but the Spice Route. When people remember what they ordered, they recommend it, and a menu that gets quoted at the table is doing marketing on its own.