2017.
FOOD FOR THOUGHT
I was engaged to enhance the branding of Sandyford's Square One café by redesigning its visual identity and written communication across all consumer-facing materials. After meeting with the owners and immersing myself in the space's atmosphere, I collaborated closely with my associate, a copywriter and creative director Des Columb, to develop the concept “Food for Thought.” Our aim was to appeal to an intelligent, engaged audience by integrating thought-provoking and witty quotes into menus, signage, packaging, and marketing collateral. Our menus feature friendly introductory texts tailored to each menu section (breakfast, brunch, lunch, dinner), while the quotes displayed elsewhere convey more general themes to inspire and engage our patrons.
The project required managing multiple stakeholders, including the café owners and their sponsor, while ensuring that creative outputs reflected both the brand vision and practical operational needs. I provided clear design direction, presented concepts, and incorporated feedback at each stage, maintaining alignment between creative objectives and client expectations. I also coordinated with my associate to ensure the written content seamlessly complemented the visual design.
Through consistent communication, careful explanation of design choices, and active listening, I was able to guide the client and stakeholders toward decisions that balanced creativity with business objectives. The project was successfully delivered on time, with a cohesive brand identity that strengthened the café’s market presence and customer engagement.
