Model Car
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Brand Strategy
The Rocha's food had always outpaced its brand. We repositioned the restaurant around honesty — unfussy seafood, sourced transparently, served without pretense — giving diners a reason to trust the kitchen before they trust the menu.
(WHAT WE DID)
Vision, mission & values
Guest personas
Positioning statement
Brand promise
Big idea
Verbal Identity
The Rocha now speaks like the owner greeting you at the door — direct, generous, a little salty. Menu copy and signage share the same unfussy warmth as the food itself.
(WHAT WE DID)
Voice persona
Voice pillars
Elevator pitch
Value propositions
Message library
Visual Identity
The identity draws from weathered wood, netting, and hand-set type to echo the working coastline. Menus and signage use warm, tactile paper stock that feels caught, not printed.
(WHAT WE DID)
Creative brief
Logo system
Color/type
Menu system
Brand guidelines
Art Direction
Photography leans into natural, low-angle light and unstyled plating, capturing the restaurant the way a regular remembers it — not the way a stylist arranged it.
(WHAT WE DID)
Photography
Location Direction
Motion
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Concept Photography
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