Off Menu is a private dating app that pairs New Yorkers for blind dates at the city’s most coveted restaurants. No swiping, no bios: just taste, timing, and a table for two.

The voice is witty, mysterious, and slightly flirtatious, reflecting the thrill of meeting a curated stranger at a hidden gem restaurant.

The brand was built to feel like an insider’s social club, combining subtle luxury with the excitement of meeting a stranger in the city of opportunities. Deliverables included brand identity, OOHs, look and feel for social media, and event collaterals like exclusive matchbooks.

The design is a perfect balance between clean, calm refinement and a bold, New York sense of adventure. The logo is inspired by neon signs of classic NYC establishment, aiming for a clean, simple look that won’t clutter up your phone screen but retaining some traits like the rounded corners and the elegant symmetry of the O and the E.

The headline typeface, TT Bluescreens, is a tastefully constructed condensed sans serif that has enough personality without being too quirky. Body copy, which would be further expanded into the UI, is Helvetica Neue, since that is the current typeface used in subway station signs across NYC.

Off Menu’s OOHs use elegant, nostalgic, black and white photography paired with “taste profiles” graphics that covers people’s faces, highlighting the taste-based, blind aspect of these dates. Instead of bios, the ads spotlight each participant’s favorite neighborhoods, drink orders, comfort foods, and niche interests, allowing New Yorkers to imagine the person through their palate. This removes the dating aspect from a cold, cynical swiping experience and reframes it as an exciting NYC adventure.