Jane Austen afternoon tea Menu
Overview
Bath Spa Hotel, part of Macdonald Hotels, wanted a special set menu for afternoon tea inspired by Jane Austen. The design needed to reflect the luxury of a five-star hotel while staying within brand guidelines, however they didn’t want it to look identical to other menus used in their other properties in order to stand out.
Process
I began by researching designs connected to Jane Austen, while keeping in mind the hotel’s high-end aesthetic. To strike a balance between heritage and luxury, I used a pattern inspired by William Morris, echoing the floral motifs seen on some of the recent Penguin Classics covers of Austen’s novels. This gave the menu a charm while still feeling elegant and refined.
Challenges
Maintaining Luxury: The menu needed to feel five-star while still approachable for guests enjoying a themed dining experience.
Staying Within Brand Guidelines: The design had to align with the Bath Spa identity, but with subtle adjustments to make it distinct from menus at their other hotels.
Balancing History and Modern: The William Morris inspired pattern had to feel classic without looking old-fashioned, ensuring it appealed to contemporary guests while keeping its charm.
Results
The final menu design captured the spirit of Jane Austen in a way that felt unique to Bath Spa Hotel, while still fitting into the Macdonald Hotels brand. The hotel’s General Manager praised the fresh take, highlighting how it stood out from other properties while still upholding the hotel’s luxury image.
