David Lloyd

• The challenge
  Creating premium, health-focused menus and digital assets shaped by real member insights and smart, practical design. David Lloyd Clubs asked us to evolve their all-day menu and digital marketing to match the premium experience members expect. Their Clubroom interiors already re ected health and wellbeing, we were given the opportunity to develop the menu, highlighting nutritional dishes in order to support members wellness goals and to encourage members to visit the Clubroom more frequently for dining.

  By combining member feedback with market research, we shaped a shared vision of what “premium” could feel like – clean, calm, warm and clear.

  Design thinking
  Our research highlighted three design priorities. First, less is more: stripping back unnecessary colours, icons and imagery created a re ned, grown-up feel. Second, clearer structure: reorganising the menu into clear day parts and intuitive sections gave members an easier, more impactful way to navigate. And third, relevance: we spotlighted dishes curated by in-house experts around “nutrition for wellbeing,” reinforcing the brand’s mindful eating ethos.

  We then reimagined the physical format. The old fold-out menu felt cluttered and rigid. We introduced a  exible booklet system with stronger typography, better hierarchy and breathing space – instantly more stylish and easier to use in the Clubroom setting.

  Practical approach
  Visiting the clubs gave us real-world insight into how menus were handled by members and staff . This informed everything from layout to material choice. A premium yet durable paper stock was selected in partnership with Paragon printers, balancing tactile quality with daily wear-and-tear.

  To elevate the visual identity, we art-directed a bespoke food photography shoot, creating fresh dish imagery that felt both aspirational and authentic. Working closely with food stylists and chefs, we captured a mix of perfectly composed hero shots and relaxed group scenes to bring the menus and marketing assets to life.

• Katie Homer, Member Comms Manager / David Lloyd Clubs
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  “Working with EWYE on this project has been smooth sailing from start to finish. We needed a premium design menu that highlighted our healthy, nutritious dishes and complemented our photography, and the team nailed the brief straight away. Their communication was outstanding, they collaborated seamlessly with our printers, and they ensured deadlines were always met.

  It’s been an absolute pleasure working with the team, and we’re now excited to roll out this new menu across our European clubs, with localised adaptations for each market.”

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