La Prep Social Bistro

La Prep was known for daily fresh food and a green identity, but customers saw it as healthy-only and were surprised by its desserts and baked goods. At the same time, the brand was expanding into new markets, rethinking its interiors, and becoming more social.

To reposition La Prep as a modern, chef-driven bistro that embraces both health and indulgence, without losing its loyal urban office crowd. The challenge was to resolve the brand’s internal contradictions and reflect its true spirit: fresh, social, satisfying.

The repositioning was built on one insight: balance is everything. A salad today, a cookie tomorrow. That became “Find Your Balance.” Visually, we introduced a bold black-and-white pattern inspired by European bistro interiors, and kept the original green logo to signal freshness. The identity was then extended across packaging, environmental graphics, the in-store experience, and branded retail products like mints and candies.

Working directly with the creative director and stakeholders, I translated the new positioning into the identity, packaging, menus, and in-store environment.

Brand Strategy · Brand Identity · Brand Expressions · Packaging Design · Menu Design · Photography · Creative Direction · Environment Design · Campaign · Website · Brand Guidelines

Since the 2020 rebrand, I’ve continued as La Prep’s brand partner, evolving the identity and creating campaigns that support its expansion and keep the brand consistent and relevant.