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Lead Image

Fat Cow Restaurant Menu and Collateral


Production Method

Laser printer



Foreign Policy Design Group



Laser Etching and Wood Cutting:Plixo

While wooden menus and business cards may be rare, this seared identity collateral for Japanese beef restaurant Fat Cow is well done. 



Fat Cow

Quantity Produced

Business Cards: 5,000
Menus: 50 each

Production Cost

Production Time

Dimensions (Width × Height × Depth)

Food Menu: 16.5 × 11.6 in.
Seasonal Menu: 11.4 × 8.5 in.
Wine Menu: 3.7 × 12 in.
Business Card: 3.3 × 2.2 in.

Page Count

Paper Stock


Number of Colors






Fat Cow Restaurant Menu and Collateral
Fat Cow Restaurant Menu and Collateral
Fat Cow Restaurant Menu and Collateral
Fat Cow Restaurant Menu and Collateral
Fat Cow Restaurant Menu and Collateral
Fat Cow Restaurant Menu and Collateral
Fat Cow Restaurant Menu and Collateral
Fat Cow Restaurant Menu and Collateral  ---

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Project Description

Drawing inspiration largely from the Japanese aesthetic Wabi Sabi with traits that include simplicity, economy, austerity, modesty and the appreciation of the ingenuous integrity of natural objects and processes, wood is used primarily as the platform of this brand communication. The non-uniformity and texture suggests the Wabi Sabi beauty of imperfection. The mark and the searing on the wood are also reminiscent of the branding of cattle.

Production Lesson(s)

The burning (laser-etching) of the logo onto the wood was not that all straightforward. We had many rounds of experiments and nit-picks before finally getting to a perfect "sear". The etching has to be controlled such that it does not toast out the logo yet heavy enough to leave a slight de-boss on the wood.
The ideal wood that we initially visioned to use - the matsu - is not available in Singapore. The closest one was the Balsa wood but that was too thin. The decision of which one to use was not easy one; since the logo is quite fine in size, it would be lost with certain wood grains if the wrong wood is picked.”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

July 20, 2012


Filed Under

Laser printer


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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.

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