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Carefully Considered

CLIENT:   Bodega North Beach



In Spain, where Bodega translates to a 'wine bar' or 'grocery store', dining is a social event. There’s no rush. Just great food, with great people and an experience that lets you enjoy both.

Before Bodega opened their doors in San Francisco’s iconic North Beach district, they needed a brand that would help them standout in an area flooded with cafes, bars and restaurants.

Bodega would become an oasis from the madness. No televisions. No gimmicks. No distractions. So each sip can be savored, every bite can be different than the last, and the conversations can be endless.



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I wrote this manifesto that would serve as a guide for everything Bodega. It's based on insights from Chef Lalo Luevano. What drove him to food, the things he was passionate about, why the desire to start this business, and what his vision for the space would offer.

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Bodega's space would become open, simple and elegant. A black and white base that brought the wood, stainless steel, plants and art come to life without feeling overdecorated.

Bodega's branding needed to be clean and elevated as well. The last thing we wanted was a potential patron assuming this was a NYC-style corner store.


With Bodega's offerings being divided into three categories (food, wine and beer), the "Triple B" logo came to life.

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Once we had the brand's foundation settled, it was time to help them build. I gave Bodega a tone and voice that would greet people through sandwich boards and social posts. I created the first few dozen posts before handing the account over so Bodega could hit the ground running.

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no regrets
hella fresh
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I was incredibly fortunate to work on this one with Ricki Kaplan, a brilliant business + strategic mind, as well as Rei Young, an uber-talented creative partner. I'm glad they agreed to be a part of this project. Lalo Luevano, Paria Sedigh and Danielle Nichols of Bodega were amazing to work for. Truly collaborative and great people. Bodega is an embodiment of them.

And if you haven't been to Bodega yet, head down to 700 Columbus Ave. on the corner of Washington Square. It definitely won't be your last visit.

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