IDENTITY PRINT Secret Menu operates as a comprehensive creative and production house. The concept behind the brand's development stems from the secretive nature of a cryptic code, paying homage to exclusivity, which is embodied through the use of the letters S (depicted as three dots) and M (illustrated as two dashes) for the initials of Secret Menu. This treatment also mirrors the essence of the brand—innovative, spirited communication that boldly stands out amidst noise, making a clear and unambiguous statement.