ACE DESIGN STUDIO
The original In-A-Tub opened in 1955 as an ice cream parlor. They were serving the ice cream in cardboard tubs and just stuck with it through the years, eventually evolving into a taco shop, that still has great ice cream on their menu.
In A Tub came to Ace to refresh their menu design while retaining the nostalgic spirit of the brand that generations have grown up loving.
The previous menu was using old school channel lettering and the boards were beginning to fade. The idea for this menu redesign was to incorporate food photography and new branded design elements while focusing on legibility and building a better visual hierarchy.
In a Tub uses all the same recipes and fresh ingredients that started in the 50’s and has interesting items on the menu like fried tacos with powdered cheese, pocket burgers and fried cauliflower—all dishes that customers love.
We took a slightly non-traditional approach to photography, choosing to shoot the food “as-is”—as opposed to the overly styled, picture perfect approach that’s been so prevalent in food advertising. The food made in the kitchen and brought out to customers is exactly how the images are intended to look. What you see is what you get. Unapologetic and truly authentic.