BEC Café
BEC was a contemporary café concept in New York's Chelsea neighborhood that reimagined the iconic bacon, egg, and cheese sandwich, elevating a classic deli staple into a gourmet dining experience. At the time of its launch, it was one of the first concepts of its kind, bringing a fresh, design-led perspective to an everyday New York favorite.
I developed the brand identity, visual language, and concept, centering the design around the initials of it’s signature ingredients. Inspired by classic American diners, the custom script logotype balances vintage character with a modern sensibility, while a vibrant yellow and orange palette brings warmth, optimism, and a playful nod to the café's most iconic ingredients. The choice of using kraft paper not only added a sustainable recycled aspect to the identity, but also a fresh casual look.
The identity was extended across packaging, retail, interiors, digital, and brand collateral, creating a cohesive and memorable customer experience.
Creative Direction
Brand + Visual Identity
Brand Strategy + Copy