Portfolio entry "Duff's Steak Shop: Menu Edit" - A Bold Revival for Duff’s Steak Shop

A Bold Revival for Duff’s Steak Shop

When Duff’s Steak Shop approached me to refresh their menu and overall look, the goal was clear but layered with meaning: give the restaurant a modern design touch while keeping the heart and flavor of its Buffalo-style roots. It wasn’t about changing who they were; it was about polishing what already made them special.

This project became a complete creative overhaul, from visual storytelling to layout design. It gave me the chance to highlight the craftsmanship, grit, and comfort that Duff’s embodies, while ensuring their new materials matched the energy of their food and community presence.

The Challenge

Duff’s is more than a steak shop. It’s a local spot with loyal customers who come for the food but stay for the authenticity. So when redesigning the menu and visual identity, I wanted to make sure nothing about that homegrown feel was lost. The goal was to create something that felt fresh and professional, yet instantly recognizable to anyone who’s been a regular for years.

That balance between modern polish and tradition guided every decision from typography to texture to photography. It was about honoring where the brand came from while preparing it to stand out in a competitive food industry landscape.

Logo Evolution

I began by reworking the Duff’s logo to make it cleaner, sharper, and more adaptable across different media. The new design kept the familiar bold red and black color palette that customers already connected with. I refined the lettering, adjusted the spacing, and integrated the meat cleaver icon more deliberately, turning it into a bold centerpiece.

That cleaver represents craftsmanship and quality; it’s symbolic of the skill that goes into every sandwich they make. I also developed a few logo variations that could be used on packaging, menus, signage, and digital campaigns. This created flexibility without losing consistency. Each variation felt confident, grounded, and unmistakably Duff’s.

Menu Design

The menu redesign focused on presentation, readability, and appetite appeal. I used a dark, marble-style background to create contrast and highlight the food photography, which featured their signature sandwiches and hearty plates. The addition of red accent lines and circular food frames helped bring rhythm to the design and guide the viewer’s attention naturally from item to item.

Each section of the menu was reorganized for clarity and flow, making it easier for customers to find what they want while being tempted by what they might not have tried before. The bold typography, mixed with a slightly rustic layout, helped keep the design approachable yet elevated.

What made this menu stand out is how it tells a story; each page feels connected to Duff’s heritage. The textures and visual hierarchy add warmth and energy, while still keeping the focus on what really matters: the food.

Visual Storytelling & Brand Extension

After finalizing the logo and menu, I extended the design concept into other brand elements. This included mockups for packaging, to-go bags, promotional materials, and digital graphics for marketing use. Each piece reinforced the brand’s message of quality and authenticity.

The refreshed identity feels cohesive, from the physical menu a customer holds to the imagery they might see online. Every detail works together to express the brand’s strong, local, and proud personality of its roots.

Outcome & Reflection

The final result is a balanced visual system that respects tradition while pushing forward with confidence. Duff’s Steak Shop now has a look that stands out to new audiences without alienating the people who’ve loved it for years. It’s bold, flavorful, and full of character, just like the food.

For me, this project was about more than design. It was about storytelling. It was about finding the voice of a neighborhood favorite and amplifying it in a way that felt authentic. That’s the kind of work I enjoy most, helping a brand find its visual rhythm while honoring its identity.

I’m proud of how this project came together, and I’m grateful for the opportunity to help Duff’s look as good as their food tastes.

You can check out the full project on Behance here:👉 Duff’s Steak Shop Menu Edit