First Watch

Even the sign on the door has an opinion.

First Watch’s food already had a personality. We gave the rest of the visit one too, from a billboard three miles out to the syrup on the kitchen counter.

First Watch billboard reading The City’s Best Breakfast, You’re getting warmer, 3 miles ahead on right

First Watch, The Daytime CafeRestaurantsCreative direction, art direction and design leadership

Some of the things we got breakfast to say.

The city’s best breakfast. You’re getting warmer.Billboard, three miles out
You’ve been Egg’d!Windshield coupon
Nope.Door sign, after hours
Pour on the love.Father’s Day poster
Nice stack.T-shirt
I love you more than bacon.T-shirt
Wakey wakey, eggs n bakey.T-shirt

Where a guest hears it.

An egg-shaped First Watch coupon on a car windshield, and the coupon front and back — **In the parking lot**An egg-shaped coupon on the windshield turned a parked car into an invitation. Hard to miss, and easy to keep.

Wooden First Watch door sign, Open on one side and Nope on the other — **At the door**Open means open. After hours, the sign just says Nope.

First Watch window signs, menus and table materials — **At the table**Window signs, menus and table cards keep the same voice going while guests order and wait.

First Watch pancake mix bag and maple syrup jar — **On the kitchen counter**Pancake mix and syrup labels send a little of the café home with guests.

First Watch Mother’s Day and Father’s Day posters — **On the wall**Seasonal posters give regulars something new to read every visit, from Mother’s Day to Father’s Day.

First Watch T-shirt: I love you more than bacon

First Watch T-shirt: Bacon is my favorite vegetable

First Watch T-shirt: I don't wanna be right if pancakes for lunch are wrong

First Watch T-shirt: Wakey wakey, eggs n bakey

Out in the worldAnd a run of T-shirts for regulars who wanted to wear the joke.

Restaurant number 100

One fork for every restaurant.

When First Watch opened its hundredth restaurant, we marked it with 100 forks. Each one is engraved for a single restaurant and displayed there.

The full set hangs together in the conference room at the corporate office, a hundred matching forks that show how far the neighborhood café has come.

All 100 engraved forks on the wall of the First Watch corporate conference room — All 100 forks in the conference room at First Watch corporate offices.

Left, the full set of 100 forks. Right, a single engraved fork made for one restaurant — Left, the full set at corporate. Right, the single engraved fork made for each restaurant.

Some of the things we got breakfast to say.

Where a guest hears it.

One fork for every restaurant.

What needs to hold up next?