menoovo – brand and product design
Company.
Menoovo
The situation.
Post-pandemic, hospitality faces a lasting skills crisis: staff haven't returned, and untrained personnel can't deliver the expert recommendations guests rely on, leading to lower order values and guests defaulting to familiar dishes. Existing digital solutions, like serving robots, only automate transport, not what's actually missing: knowledgeable consultation and upselling.
The idea.
Develop a platform that directly addresses the consultation and upselling gap left by the hospitality skills crisis – and build a brand identity around it that does the product justice. A visual language, brand name and brand system that positions the product not as another operational tool, but as a new category of hospitality experience: Confident enough to carry both the precision of a tech platform and the warmth of genuine human service.
The execution.
Menoovo – a name developed in close exchange with the founder as part of this project – is the first digital guest consultation platform, born from six years of research with over 100 restaurateurs at Leibniz University Hannover. It digitizes expertise, not logistics: Every guest gets a personal recommendation, as if advised by the chef themselves. I developed the brand identity for Menoovo and laid the UI design foundation for two interfaces of the product: An internal system for inventory and order workflows for staff and kitchen, and a guest-facing ordering experience. On the guest side, a QR code replaces the printed menu with short chef videos and storytelling that build transparency and emotional connection. An AI sommelier recommends matching drinks, driving an average 18% revenue lift through upselling, with orders placed directly through the platform, supported by translation into 10+ languages and accessible, senior-friendly modes. The result: Delighted guests, relieved staff, satisfied suppliers.
The Brand behind the product.
The product framework.
Menoovo provides the framework, restaurants bring the content. Each venue builds its own digital menu experience within the platform: Their dishes, their stories, their chef's recommendations. The guest-facing interface shown here is for Die Schmiede, a regional restaurant in Hannover, and demonstrates how Menoovo translates a traditional menu into a structured, story-driven ordering experience – completed with daily recommendations, category browsing, dietary filters, and direct ordering.
Ordering process.
Restaurant stories.
