Working with the in-house creative department at Ruby Tuesday, Inc., we developed print menus revolving around the Natural Wonders of the World and featured Ruby, an adventurous canine explorer. Each menu was custom illustrated and showed Ruby in a different setting—Grand Canyon, Great Barrier Reef, Mount Everest and in the Arctic with the Northern Lights.
We wanted to leverage the brand with this new children’s character. The name Ruby seemed like a natural fit. She’s a reddish non-descript breed, so she could look a bit like anyone’s dog. The thing that makes Ruby special is her determination and sense of accomplishment when she visits one of these Natural Wonders. Travel is fun, and the world is so much larger than just your neighborhood. We hope to convey that sense of adventure to the children who see these menus.