May-June 2024

I created a full brand identity for my best friend and DJ from nothing but his stage name. Drawing from modern chef icons like Gordon Ramsay, Salt Bae, and the protagonist from The Bear, the brand channels bold ideas, tastes, and smells. Visually, the brand is summery and psychedelic, layered with light Hispanic flair to capture part of Chicago’s culture and my friend’s Guatemalan heritage. We ran a month-long social media campaign promoting a beachside show and single release, followed by post-event content. For the performance, we leaned into the brand by having him make, grill, and toss sandwiches into the crowd during his entire set, merging food and music into one unforgettable experience. We also screen-printed our own branded t-shirts at home, and sold them at the event.