For the design of the 2011 Joe's Crab Shack beverage menu the objective was to introduce and boost sales of the brand's signature drinks while featuring a few new cocktails. With photography scenes set in restaurants, the book fits the aesthetics of both the older existing restaurant locations as well as the new prototype models. Creating a durable but tactile cover appeals to the guests as well as restaurant operators, knowing the books will get a good beating over the next year.