case studyThinkFoodLab
Fast-casual concept testing for Business-to-Business and Business-to-Consumer
Year2017
LocationDistrict of Columbia
RoleGraphic Designer
DisciplineCampaign · Environmental
Objective
Create and launch rotating fast-casual concepts within a three-month cycle — requiring rapid brand development, agile marketing execution, and sustained audience interest for each new iteration.
01Approach
Transform the test kitchen model into a dynamic brand incubator, using distinct visual identities and targeted campaigns to generate anticipation, trial, and repeat visitation.
02Solution
Led the development of custom branding for each concept, ensuring every three-month cycle launched with a fresh, differentiated identity. Curated photoshoots to spotlight evolving menu offerings and developed supporting micro-sites, along with integrated digital and print collateral, to drive awareness and foot traffic.
03Results
Established ThinkFoodLab as a nimble innovation platform — accelerating concept testing, increasing customer engagement, and reinforcing ThinkFood Group’s reputation for culinary experimentation and brand-forward execution.
04inside the project
