Extending a neighborhood café brand beyond the plate.
Challenge
First Watch needed brand expression that could go beyond traditional restaurant advertising and create a more distinctive, memorable presence across customer and brand touchpoints.
First Watch needed brand expression that could go beyond traditional restaurant advertising and create a more distinctive, memorable presence across customer and brand touchpoints.
Role
Creative Direction, Art Direction, Design Leadership
Creative Direction, Art Direction, Design Leadership
Approach
Built a flexible creative system spanning advertising, promotions, packaging, signage, menu materials, and environmental details. The goal was to make the brand feel more ownable, more human, and more emotionally resonant in the everyday experience.
Built a flexible creative system spanning advertising, promotions, packaging, signage, menu materials, and environmental details. The goal was to make the brand feel more ownable, more human, and more emotionally resonant in the everyday experience.
Outcome
The work helped create a more cohesive and recognizable brand presence across campaign, in-store, and internal touchpoints, giving First Watch more personality and consistency across the brand.
The work helped create a more cohesive and recognizable brand presence across campaign, in-store, and internal touchpoints, giving First Watch more personality and consistency across the brand.
Guerrilla Couponing
Open and Closed Window Sign
Packaging and Label Design
Window Clings, Menus, and Tabletop Displays
Posters
100 Forks: Commemorative Installation
100 Forks hangs in the conference room to commemorate the opening of the hundredth location.
Right: Single commemorative fork, uniquely engraved, for display at each of the 100 First Watch restaurants.
Left: Each of the 100 commemorative forks, matching those from each restaurant, displayed together at First Watch corporate offices.
Left: Each of the 100 commemorative forks, matching those from each restaurant, displayed together at First Watch corporate offices.
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