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.



"Egg Sandwich Heaven"

"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."
New 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."