Challenge
First Watch needed its neighborhood café personality to carry through the everyday guest experience, from the sign in the window to the menu taken home. The work also needed to introduce the restaurant to potential customers in a memorable way. So we Egg'd them on.
First Watch needed its neighborhood café personality to carry through the everyday guest experience, from the sign in the window to the menu taken home. The work also needed to introduce the restaurant to potential customers in a memorable way. So we Egg'd them on.
Role
My work included creative direction, art direction, and design leadership across advertising, promotions, packaging, signage, menus, and environmental details.
My work included creative direction, art direction, and design leadership across advertising, promotions, packaging, signage, menus, and environmental details.
Approach
The work used the familiar details of breakfast to give the brand personality beyond its advertising. An egg-shaped windshield coupon turned a parked car into an unexpected invitation to visit. Packaging, window signs, and tabletop materials carried the café’s character into other guest interactions. The 100 Forks installation marked the opening of the hundredth restaurant.
The work used the familiar details of breakfast to give the brand personality beyond its advertising. An egg-shaped windshield coupon turned a parked car into an unexpected invitation to visit. Packaging, window signs, and tabletop materials carried the café’s character into other guest interactions. The 100 Forks installation marked the opening of the hundredth restaurant.
Outcome
The work extended First Watch across guest-facing materials and a commemorative installation. The 100 Forks piece brought the restaurant milestone into the corporate office, with individual engraved forks created for display at each of the 100 locations.
The work extended First Watch across guest-facing materials and a commemorative installation. The 100 Forks piece brought the restaurant milestone into the corporate office, with individual engraved forks created for display at each of the 100 locations.
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.
Make your next chapter delicious.
