in a perfect marriage of watson clients, celebrity chef donatella arpaia has opened a neopolitan-inspired pizza restaurant—prova pizzabar—in the ever-glorious grand central terminal. and we were there from the start, creating the brand—from the logo and tagline to signage, uniforms and package design. prior to this, we created the branding for donatella’s partnership with fresh&co, which featured her award-winning meatballs.
the dough in prova’s delicious pizza is proofed longer than any other, creating a lighter, crispier taste—with the same calories per pie as one traditional new york slice! our tagline, ‘pizza enlightened’, not only alludes to this brand differentiator, but tells the world this pizza is like nothing else you’ve ever had. and to bring home the ‘bar’ in ‘pizza bar’, we created an adult sippy cup—a to-go wine glass—to help with that long commute back to the burbs. or, if you’re a watson, to the office.
so say ‘ciao’ to prova pizza bar. this pizza —and brand—changes everything.
with over 20,000 students in more than 300 doctoral, master’s and baccalaureate level programs, montclair state is one of new jersey’s top universities. as agency of record, we were charged with all of the branding and marketing for this fine school, with integrated media channels including collateral, digital, social and out of home. as we head off to our sophomore year, we’re proud to share some of our best work to date. go red hawks!
on a happy march day in 2012, we became aor for fresh&co, a breakthrough healthy food quick service concept with four thriving restaurants in nyc. together, we created a branding effort that gave voice and awareness to this much needed concept. today, with 15 restaurants strong in a marketplace now saturated with copycat concepts, we’ve given the brand a refresh. a more organically sophisticated take on their focus on local and seasonal ingredients, the creativity of their chefs and the beauty and deliciousness of their food. all good things grow at fresh&co. their branding included.
it’s been awhile since we partnered with our much loved new york liberty, but it was every bit worth the wait. the project? editing a :30 spot voiced by rapper, mc lyte. the call to action? show up. here’s hoping this spot, airing on nyc metro tv and social, moves fans to do just that!
what do a danish, japanese, spanish, american and french chef have in common? they’re all the subjects of a new video series highlighting just part of the epic food movement happening at grand central. introducing, taste of the terminal, a video series produced by we watsons, that showcases some of the chefs, ingredients and dishes that make grand central one of the city’s best dining destinations.
the series, filmed and edited by the fine folks at a76 productions, kicks off with claus meyer, the dynamic chef-restauranteur behind copenhagen’s noma, widely considered the best restaurant in the world. claus has chosen grand central as the site of his restaurant and food hall, where he’ll introduce his new nordic food movement to the u.s. find out more, and get to know a little danish along the way, here.
there’s a lot of joy in watson-ville these days. and one of the reasons is a stellar new brand called stillwater. these good people have developed a line of low-dose cannabis-infused teas for adults seeking refuge from daily stress. our role was to create the branding from the ground up, including logo, brand design, messaging and package design for three skus.
because the tea is for grown ups, it was important our design looked as such, while separating itself from the myriad of loudly-packaged products targeting the stoner demo. our answer was a ‘heritage’ look that conveyed a sense of longevity, trustworthiness, maturity, and the notion that this product has a “higher order” benefit than getting the consumer stoned. packaged like artisanal tea, colors were desaturated to reflect the products’ calming effect, with each sku having its own color.
since the brand exists to help consumers manage daily stress—without worrying about the effects of smoking, alcohol, or pharmaceuticals—its tagline is ‘relax into life‘. the products are being sold at dispensaries in legal states and is hopefully coming to all of us very soon!
two years ago, the watsons were asked to rebrand physique 57, a boutique barre-based fitness company with studios in new york city, the hamptons, beverly hills, bangkok and dubai.
the people, process and final product were nothing short of inspiring, culminating in a campaign that broke every category paradigm and led the trend of studio-to-street fashion that today, is ubiquitous.
so, when we were asked to refresh the brand and to promote their new studio in fidi, we couldn’t wait to raise the barre. just as we did from the start, we created a new look that was clean, elegant and modern. with a voice that is as empowering and aspirational as the women at its helm.
to showcase both the brand experience and its living proof points, we partnered with uber-talented photographer josé marquez and directed two shoots. the first, a highly-stylized fashion-inspired approach, featured the brand’s extraordinary instructors turning out fashion-meets-fitness looks. these powerful and beautiful women live the brand’s promise on every level. the second shoot, featured the instructors at work, reportage style, in the visually stunning baryshnikov arts center. the campaign will consist of advertising, digital, social, collateral and a new web site.
there really is no other workout experience like physique 57’s. and no other work experience like shining a light on a brand that changes lives.
like another famous watson (that’d be sherlock’s pal) we love a good mystery. especially when it involves our illustrious client, grand central terminal. that’s why we were jolly old excited to have produced, directed and edited a video series featuring the inimitable gct historian, danny brucker, who takes us behind the scenes—revealing some of the terminal’s most fascinating places and secrets. the series, that will air on grand central’s youtube channel and social outlets, features the campbell apartment, the tiffany clock, the main concourse ceiling, the oyster bar restaurant and the whispering gallery. take a look see at the rest of the series, here.
fresh&co is serious about fresh, local, seasonal food. so much so, they asked us to shine a light on the exceptional people who provide their organic poultry, vegetables and locally-roasted coffee. using in-store signage and social media, we created a campaign using stunning portraits and personal stories that introduced the fresh faces behind satur farms, freebird farms, demarco coffee and many more local vendors. the point-of-sale and social campaign reminds customers that for fresh&co, quality is local to their hearts—and their restaurants.
we watsons were happy to have the chance to create the sap on tap maple water branding from the ground up. from logo and original bottle design to web and social, we spread the good word about this amazing product—and had a great time doing it. so happiness was everywhere when we were given the opportunity to design two new flavors for the all-natural tree water with the subtly-sweet taste of maple.
introducing, yerba mate and ginger lime maple water, designed with a whimsical, earthy aesthetic—complete with an autumnal color palette—sold exclusively (for now) at whole foods market. if you want a healthy beverage with less sugar and more manganese than kale (a very good thing)—and a pretty cool bottle design (if we do say so ourselves)—check out some sap on tap.