Moe's Southwest Grill Digital Menu Boards

Moe’s Southwest Grill launched a project to revamp their traditional menu boards by transitioning into the digital space, aiming to infuse motion and excitement into the customer experience. Beyond digital conversion, the initiative involved a strategic reassessment of their brand colors; the signature orange, while vibrant, obscured tortilla visibility and clashed with their fresh-ingredient focus, prompting a shift to green as the primary hue to highlight freshness and improve food contrast. The design also had to adhere to a unique constraint—fitting within three vertical boards to mirror the footprint of their existing print menus, accommodating the limited lobby space. This overhaul sought to energize the brand’s presentation while reinforcing its commitment to quality and freshness in a dynamic, space-efficient digital format.