Helping a Los Angeles superstar chef navigate the world of fine casual dining through value-driven brand storytelling.
Positioning & Messaging
2016 - Present
Brand storytelling generally aims to achieve one of two goals. Often we harken back to a specific time and place and craft a brand experience rooted in memory or fantasy. Other times we take our cues from the emotional deliverables of the brand and create an experience based on a specific frame of mind. For BäcoShop we tried to do both: to bring customers to a strange new land, filled with exotic flavors while at the same time encouraging them to relax and unwind through an approachable, clean, and thoroughly modern experience.
The incredible flavor-filled bäco is a perfect vessel for Josef Centeno’s unique point of view. Indescribable layers of flavor – complex and sublime – delivered in sensual simplicity. For Centeno’s first foray into fine casual dining, we created a brand experience rooted in the exotic made familiar. Adventure made accessible. As Chef Josef requested, a “place to forget life for a minute and recharge.”