B.E.C.
Create the brand voice for a new restaurant

For a bacon, egg, and cheese-lover like myself, this project was a dream come true. With her restaurant B.E.C., entrepreneur Jessica Bologna wanted to elevate the humble, greasy breakfast sandwich to a haute experience that could be enjoyed any time, day or night. She had a concept and a menu. Our job was to create a brand and identity to go with it. I collaborated with brand and identity designer Cinzia Pais to give B.E.C. a voice as unique as its take on the New York deli staple. In collaboration with StudioPais.

just BECause

I found inspiration in the name "B.E.C.," using the three letters of the name to celebrate, indulge, make excuses—whatever was needed to justify ordering one of these delicious sandwiches.

Voice Explorations

I created a number of voice explorations, before landing on a blend of optimism, attitude, and quality.

Packaging and Menu

"BECause caffeine is a vitamin" will forever be one of my favorite lines.

Sandwich Names

I came up with the sandwich names as well as the simplified system for displaying them on menus.

iPad Screen

I made sure the voice could be consistently and distinctively expressed across all communications channels.

PRESS

"Egg Sandwich Heaven"
–NBC

"BEC patrons who want the meat on the sandwich to be lamb sausage and the cheese to be feta will ask for a Greeky Roman. Those who would prefer Serrano ham and manchego will order a Spicy Spaniard."
–N ew York Times

"it’s got a modest little dream—to create a safe space for you, looking out through the open windows onto 8th Avenue, pondering some recent life choices while getting your hands around the Mammoth, with smoked bacon, eggs, pork sausage, pickled jalapeños and pepper jack."
–U rbanDaddy

B.E.C.Create the brand voice for a new restaurant

PRESS

B.E.C.
Create the brand voice for a new restaurant