it was a prodigious job and the watsons are proud to be the ones to have done it. we, along with watson cousin aimee herring ryan, photographed all the edible and shop-able reasons why locals and tourists come to grand central terminal. and let us tell you, there are many of them, each as amazing as they are photogenic. from shake shack to grand central market to kenneth cole and tumi, our pictures paint a thousand wows. so keep your eyes peeled for posters, collateral and grand central’s newsletter, connections. and if you’re hungry for a meal, or a deal, the grandest train terminal in the world is just the thing.
with the glut of yogurts competing for a shopper’s dollar ninety-nine, a brand needs all the ammo it can get in order to be the chosen one. for evolve greek kefir, we designed a new lid for their lovely package (also designed by us) that called attention to kefir’s superiority over yogurt using fun, quick-hit lines that, in a few words, persuade the consumer to give it a try. the lines go for the jugular, explaining that kefir has 2 times the protein and 6 times the probiotics of poor ol’ greek yogurt—and help to quite literally seal the deal.
café metro began in 1982 with its first fast casual restaurant in midtown, manhattan. 30 years later, this city staple is serving its fresh deliciousness to happy new yorkers in nine locations. and what better way to celebrate that kind of longevity than with a refreshed look, new tagline and amped-up brand voice?
first things first, we put together our brand story/blueprint, which went a little something like this: café metro is the go-to place for new yorkers seeking great food, selection and service for breakfast, lunch & dinner. like the city itself, it is authentically new york: a modern thriving home to a melting pot of foods, tastes and cultures. with this mantra as our guide, we created a tagline that encapsulated that great story: café metro. where the city eats.
we designed a new logo that leveraged the brand’s equity, while elevating its presence. modern, clean and simple, the new logo is architectural, referencing the city’s skyline. the two red tones reflect not only car´metro’s history, but a celebration of the diversity of cultures that make the city both rich and unique. we redesigned all of the store’s menu boards, using new food photography and a fresh, modern design, featuring streamlined colors, fonts and layout. we also utilized the store’s exterior windows to launch a brand campaign featuring the melting pot of food and cultures that makes café metro so irresistibly nyc.
we capped off the rebrand with a focus on the details: uniforms, walls, food labels, and case signage. yup, we’re obsessed with branding. not to mention, this great brand.
when you walk the halls of new york city’s renowned ramaz school, you’re inundated by color, light, movement and energy. it’s a modern orthodox jewish day school with a rich history of judaic and general studies distinction—and an environment deeply-rooted in responsibility to the world. and it’s a place whose story we’re proud to tell.
we kicked off this re-brand with a logo refresh and a complete overhaul of their brand’s design aesthetic—including fonts, color palettes and design elements, culminating in a brochure for the upper school. early on, we’d come to realize that there were no more credible, or compelling spokespeople for ramaz than their students. so, we created a design that not only reflected the energy, color and dynamism of the culture, but that brought the school’s many strengths to light by way of its students. using portrait and candid photography mixed with loose, playful illustration, we told the brand story via student profiles. we showcased a diverse range of ambassadors who were living our brand promise.
we then extended the brand with a brochure for the early childhood center and a sweeping general piece that covered the entire school. we also created promotions for admissions events, a gala dinner invitation package, and are in the process of rebranding the ramaz website. coming soon!
what better way to follow-up a happy thanksgiving and hanukkah promo than a full-tilt-tinsel celebration of the christmas season, care of whole foods market? the watsons just love the holidays. especially when whole foods market does the cooking.
whole foods market is all about making holidays happy and tasty. so, we painted the town, smart phones and cinema screens autumnal colors to remind people that their favorite grocery brand has set the table for the best holiday yet.
physique 57 is a boutique fitness company with studios in new york city, the hamptons, beverly hills, and dubai. their best-in-class instructors teach a unique blend of barre-based exercises with intervals of cardio, strength training, stretching and recovery. arms, thighs, seats and abs are sculpted in the form of long, lean, gorgeous muscles, while hearts and minds are empowered like never before. beyond studio classes, the brand also offers premium retail, award-winning dvds, online workouts and a fitness book.
an amazing brand, to be sure. and it was time that they looked and sounded as incredible as they were. so off we went with a logo re-design and an integrated strategy that included a direct mail and ad campaign and brand standards for the web, social, marketing materials and studio signage and decor.
we kicked this off with a series of shoots, which included portraits of long-term, passionate (a.k.a. ‘addicted’) clients (like fashion designer norma kamali) and group shots of classes in action. we created a new look that was clean, elegant and urban. and a voice that empowered the brand, just as they empower their clients. the newly-launched brand is an aspirational, beautiful representation of the powerful women at its helm. and heart.
the watsons have, by way of being named recruitment agency of record for boston children’s hospital. we were fortunate to partner with children’s back in 2007, an experience that was transformative for all of us. it’s a magical place. with wonderful people. and we’re humbled and happy to heading back home again.
in the summer of 2010, the watsons were named agency of record for the artisanal pickling brand, rick’s picks. we first got to know the brand as customers, having discovered them on the shelves of another client, whole foods market. let’s just say, it was love at first bite (had to). but things got really interesting when we met the slightly-enigmatic, ever-charming founder of the brand, rick field. a man with a vision who needed an agency with a plan.
we hit the ground running with a new label design that brought to market a restrained, retro-modern take that shined a light on the vibrant authenticity of the brand. we established a brand voice as disarmingly-playful as the products—and the founder himself. and we developed a suite of collateral and advertising that reminded audiences of the simple pleasures that come from fresh ingredients transformed into something very special.
we also took over the brand’s social extensions, creating affinity building inventory like shareable art, recipes, fun facts and tips. we re-designed rick’s booth for the fabulous fancy food show (among others) and gave the website a face (and voice) lift. we even designed a branded skin for their delivery vehicle and helped to make rick’s merch even more purchase-worthy.
we’ve helped rick launch new products, celebrate existing ones and leverage some pretty exciting press. and every step of the way, we’ve elevated a brand worth knowing—and tasting.
here’s to all the pickles to come!