While leading my own creative consultancy, I partnered with the Dragonfly Sushi & Sake Company team as a fractional creative and marketing lead during the launch of Yume Ume Japanese Kitchen, a fast-casual Japanese-inspired restaurant concept. The restaurant's foundational brand identity had been developed by 160over90, and I worked alongside the ownership team to help translate that vision into a cohesive, real-world brand experience. As part of the process, I traveled with the ownership team to New York to collaborate with the creative team at 160over90, helping ensure the brand strategy could successfully extend into the restaurant environment and future franchise model.
Following the completion of the core brand identity, I led the creative development of the restaurant's day-to-day customer experience, evolving the established visual language across every touchpoint. This included environmental graphics, handwritten menu systems, in-store signage, packaging, promotional campaigns, loyalty materials, merchandise, product labels and restaurant collateral, all designed to maintain consistency with the original brand while giving the concept a distinctive and approachable personality. I also art directed and photographed menu items and specialty products, helping establish a cohesive visual library for marketing and promotional use.
The result was a fully realized brand experience that extended well beyond the logo, demonstrating how thoughtful creative leadership can bridge strategy and execution. By translating an agency-developed identity into a living, breathing restaurant environment, the project ensured that guests experienced the brand consistently—from the moment they walked through the door to every interaction with the menu, packaging and marketing materials.
