First Watch
A neighborhood café that follows you home.
First Watch had a warm, neighborhood personality on the plate. We carried it everywhere else a guest meets the brand, from a billboard three miles out to the syrup on the kitchen counter.
- Client
- First Watch, The Daytime Cafe
- Category
- Restaurants
- Our role
- Creative direction, art direction, design leadership
- Milestone
- The 100th restaurant
The brief
The food already had personality. The rest of the visit needed to catch up, and new guests needed a reason to walk in.
The idea
Take the small, familiar things about breakfast and give every one of them something to say.
The result
One voice from the road to the table, and 100 engraved forks to mark restaurant number 100.
From the road to the table.
Six stops a guest passes on the way to breakfast, and what the brand says at each one.
01 On the road
Three miles out, the invite starts.
A billboard puts the plate in front of drivers and points the way. The brand is talking long before anyone parks.
Outdoor advertising
02 In the lot
So we Egg’d them on.
An egg-shaped coupon on the windshield turned a parked car into an invitation. Hard to miss, and easy to keep.
Guerrilla couponing
03 At the door
Even the sign has an opinion.
Open means open. And when it isn’t, the sign simply says Nope.
Open and closed window sign
04 At the table
Same voice, glass to coffee cup.
Window signs, menus and tabletop materials keep the conversation going while guests order and wait.
Window signs, menus and tabletop materials
05 Taken home
Breakfast that leaves with you.
Pancake mix and syrup labels give guests a piece of the café to take home.
Packaging and label design
06 All year
A reason to come back next month.
Seasonal posters give regulars something new to see, like a Father’s Day poster that pours on the love.
Posters
One fork for every restaurant.
When First Watch opened its hundredth location, we marked it with 100 Forks. Each fork is engraved for one restaurant and displayed there.
Together, all 100 hang in the conference room at the corporate office, a matching set that shows how far the neighborhood café has come.
Left, all 100 forks displayed together at corporate. Right, the single engraved fork made for display in each of the 100 restaurants.
What we did
- Creative direction
- Art direction
- Design leadership
- Advertising
- Promotions
- Guerrilla
- Packaging
- Signage
- Menus
- Environmental