Establishing a New Morning Ritual

Challenge: The core challenge was to introduce a new morning daypart to an established bar, shifting customer perception and building a new revenue stream. The campaign needed to simultaneously build hype around the launch while providing clear, functional information to guide guests through the new menu and ordering system.

Solution:  I served as the Creative Director and designer, developing a comprehensive multi-channel launch campaign. The creative strategy began with establishing a bright and appealing visual identity through hands-on art direction of the photography. From there, I directed and designed a full suite of in-store marketing assets—including menu systems, wayfinding signage, digital screen displays, and product posters—that worked in concert to inform, entice, and convert. Each touchpoint was designed not only to showcase the new offerings but also to make the guest's journey from discovery to pickup seamless and intuitive.

Creative Director: Angelica Hoyos

Art Director/Designer: Jules Guerrero

Project Manager: Jaleesa Cooke

Brand Management: Daniel Betancourt

Photography: Victor Monasterio, 321 The Agency