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Roti faced an identity crisis. Dozens of stores spread out through IL, DC, and NY in a mix of urban and suburban locations carried a confusion message of who Roti is, what Mediterranean food is and how to order. 

We were tasked to rebrand and reposition the brand for expansion. Our work spanned everything from store experience, ordering system, messaging, branding, photography, and packaging to the website experience. We offered strategic recommendations that increased dinner service at suburban locations.

I led the project from start to finish, wrote messaging, design briefs, sourced a photographer, managed the client, contracts, and billing.


Brand Strategy, Workshop Facilitator





Nine months

Good looks, great taste, one heck of a story to tell.


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