We partnered with our client, SSP America, to breathe new life into their Urban Crave restaurant brand through a cohesive and strategic refresh. A key element of the revitalization involved localizing design features to reflect the unique character of each city—evoking surf culture vibes in San Diego and incorporating nods to politics and history in Washington, DC.

The project began with a full menu redesign—enhancing visual appeal and aligning the tone of voice with the brand’s personality. To amplify the in‑store experience, we developed bold, on‑brand wall murals and employee uniforms that brought energy and storytelling to each location.

The result? A revitalized brand presence that feels both unified and locally rooted.