Eat the Menu is a brand concept developed in collaboration with a Gen Z nail artist who wanted something far outside the polished, predictable language of traditional beauty brands. Together, we built an intentionally unruly identity inspired by DIY print, zines, Riso textures, vintage ephemera, and a little healthy rebellion. The system extends across web, social, print, booking, and an editorial zine, creating a brand that feels less like a nail salon and more like a world its audience can belong to.