Making Healthy Irresistible
Baby Brasa is Franco Noriega’s first New York restaurant, modeled after the traditional pollerías that are a hallmark of Peruvian street cuisine. Responsibly sourced through D’Artagnan, our free-range organic chicken packs a flavor that can only come from the freshest ingredients and Peruvian spices. Top off your meal with our premium selection of beer and wine.
Coming into Baby Brasa, I understood that the brand has a unique identity of being fresh, sexy, and organic. Right away I realized that this can be taken advantage of to create a competitive advantage and clear product differentiation amongst neighboring restaurants. Using the playfulness of the brand, I wrote copies and used imagery for social media posts that emanated sexy, healthy, and delicious. Piggybacking on two things: the old-age mantra that sex sells and the booming trend of eating consciously.
"I had a pisco sour, and we had a quarter rotisserie chicken. I was like, Yeah, this (Baby Brasa) is my spot – because I like me some dark meat, especially when they do it right. This was some of the best rotisserie I've ever had in my life. Oh my god, it was incredible." — @johnleguizamo on @nymag/@grubstreet about Baby Brasa 🍗 Have you tried our rotisserie chicken yet? Let us know what you think in the comments below. 👅
A Fresh Look
Changes came rapidly to the restaurant from the time that I started working. They started a catering service and they added new items for lunch, brunch, and drinks. This created an opportunity to freshen up and redesign their current menu displays. As a result, I designed a new set of menus that are easy-to-understand, brand consistent, and visually appealing.
Baby Brasa produces events on a regular basis. They are held later in the week to entice customers who prefers to go out on Thursdays through Sundays.
I conceptualized and designed eye-catching promotional materials for these event nights from sandwich boards to fliers to social media posts.