Translate Chef José Andrés’ vegetable-forward fast-casual concept into a bold, youth-driven brand presence that resonated with college students while maintaining culinary credibility and visual appetite appeal.

Develop a vibrant, campaign-ready visual ecosystem that could live across merchandise, packaging, environmental graphics, and promotional materials — positioning Beefsteak as both culturally relevant and scalable within high-traffic environments.

Led the development of integrated marketing campaigns and brand collateral, including flyers, promo cards, to-go packaging, window clings, merchandise, and photoshoot art direction. Crafted a visual language that celebrated the richness of vegetables, hearty grains, and vibrant toppings — aligning design energy with a college-focused audience while preserving brand integrity.

Strengthened youth-market engagement and brand visibility, leading to placement in the CapitalOne Arena as a featured kiosk, partnerships with Google for in-headquarters dining offerings, and expansion into Westfield Montgomery Mall food court — validating both cultural resonance and commercial scalability.