A Division of UnderConsideration

Art of the Menu

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Designed by Ludvig Bruneau Rossow & Torgeir Hjetland.

Maaemo (an old Finnish word meaning “Mother Earth”) is a Norwegian restaurant that presents a fine dining experience and has a creative take on menu design. The brand identity is based around a unique folding system that complements the restaurant’s interiors. Definitely worth a look at the whole project here.

Visit Maaemo.


By Cole on 08.09.2011



Joseph Vigor Restaurant Branding’s comment is:

This is such a clean and well-designed system. I actually blogged about it a few months ago because it just jumps out. Well done!

on 08.09.2011 at 08:36 AM

Patrick Haney’s comment is:

This is absolutely gorgeous and unique, the latter being difficult to reach in menu design without being ridiculous. The typography is fantastic, and the color choices feel welcoming. On top of all that, these folding menus sit so well with a simple place setting.

Those Norwegians know what they're doing...

on 08.10.2011 at 12:10 PM

Maaemo Maaemo Maaemo Maaemo Maaemo


Art of the Menu, is a division of UnderConsideration, cataloguing the underrated creativity of menus from around the world.

Art of the Menu uses Typekit to render Proxima Nova by Mark Simonson and Adelle by Type Together.

Art of the Menu is run with Six Apart’s MovableType 6.8.8

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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.