Kale Me Crazy

KALE ME CRAZY

Brand identity & ongoing creative direction for a 23-location upscale superfood café franchise.

The Challenge
Evolve an established brand’s visual identity, refreshing it with new typography, photography, video, and color; without losing the essence customers already recognized. The system also needed to scale cleanly across signage, packaging, digital, and social as the brand expanded into new locations and territories.

My Role
I lead creative direction end-to-end: brand identity, in-store artwork, technical learning materials, menu design, promotional materials, website, social content, and photo direction, collaborating directly with photographers to nail the brand’s energetic, health-forward look.

Results
Supported brand expansion into 4 new locations through integrated digital and print campaigns, including grand-opening promotions, Meta and Google ad launches, and local partnerships with residents, offices, and gyms/studios in each market, helping every new location reach profitability within months of opening
Increased foot traffic at existing locations through targeted Google Ads and refreshed in-store photography.
Implemented digital menu boards featuring marketing video to build customer familiarity with the menu from the first visit

Table of contents
In-Store Artwork | Menus | Print Promotional Flyers | Website | Social Media

In-Store Artwork

Software Used:
Illustrator, Photoshop and InDesign
*Special Note*
In addition to creating all the designs, I also do the creative direction of all our photo shoots, working closely with our photographer to achieve the desired look of our brand.