Art Director: Benjamin Lutz
Content Director: Sara McMillan
Creative Director: Michael Licata
While this concept was not final, the thinking for this branding exercise was extensive, envisioning a "fast-casual" type experience in the wonderful world of paella. With a logo that hearkens back to the tradition of cooking paella in a cast-iron pan, we were aiming to go back to the roots of paella in a friendly, approachable and casual way. The branding was carried through multiple elements — signage, aprons, wall graphics, even a food truck — for a truly delectable experience.