Michael Mina’s restaurant group needed a fresh take on branding for a new juice and acai bar concept they were planting in Honolulu, Hawaii, within a food hall featuring several styles of food and drink. Indie Girl is a wellness bar featuring acai bowls, smoothies, pressed juices, and grab-and-go prepared items. It has been so successful in Honolulu that Mina Group opened an extension concept in San Francisco including a small market named Indie Superette.
As a member of the design team, I contributed design assets and layouts throughout these seasonal books, and in time became a senior member of the team running the composition of the book under the direction of the Art Director and Marketing Director. I worked with the merchandising and apparel teams to understand sales goals as well as design concepts underlying the apparel creation or naming, as those things served as inspiration for how to visually lay out the product and call attention to features. Design work included title page and product name graphics, art direction for photo shoots in studio and on location, product styling, image editing, and lower thirds for product info.
Styling these sales workbooks and catalogs so far in advance was a critical part of generating apparel sales for the Fox brand. Below is a selection of spreads I designed from various seasonal catalogs.