Virtual Brands

BACKGROUND:

In partnership with Executive Chef Eric Justice and key restaurant partners, we developed fully operational virtual brands designed to run seamlessly alongside existing kitchen infrastructure. The goal was to optimize labor and real estate costs during off-peak hours—including mid-afternoon, late-night, and weekday lunch periods—by unlocking incremental revenue streams from existing assets.

Because success in the delivery ecosystem hinges on operational efficiency and digital visibility, every concept was engineered under strict constraints:

Operational Efficiency: Minimal new SKUs and streamlined prep workflows to avoid overburdening line cooks.
Digital-First Branding: Bold, distinct brand identities designed to capture attention on third-party delivery platforms.
Product Experience: Highly craveable, photo-worthy menu items optimized for transit and high-volume trial.

The result was a suite of turnkey virtual concepts designed for rapid deployment, helping host kitchens maximize unit economics and capture higher margins through third-party delivery channels.

Art Directors: Nick Luevano (Nanuh, Mac Rib), Kyle Godfrey (Hooman Kind), Sean Buckman (Tepaco), Forrest Knoll (Papi Chulo), Annaleen Boonen (hashh)

Copywriters: Kelly Buckley (Tepaco, Hooman Kind), Emily Galati (Nanuh)

Photographers: Kath Tran (Papi Chulo), Erika Turk (Tepaco, Mac Rib, Hooman Kind), Matt Brown / Fratelli (hashh), Brandon Cobb (Nanuh)

BACKGROUND:

NANUH

MAC RIB

HOOMAN KIND

TEPACO

HASHH

PAPI CHULO