GRACIAS MADRE

–––COPYWRITING + BRAND STRATEGY

CLIENT: Gracias Madre
AGENCY: Another
DATE: 2022

I developed brand strategy, key messaging, and brand guidelines for a rebrand of California vegan restaurant chain Gracias Madre. My work provided a blueprint for the company’s voice and tone across all channels, including web, email, social media, and in-restaurant assets.

The brief called for a refinment of the restaurant’s existing brand tenets and messaging to incorporate a greater sense of warmth, abundance, and reverence for the traditions of Mexican cuisine. Centering on the idea of “The Mother” (”La Madre”) as a universal symbol of these qualities, I developed brand traits and key messaging that evoked the cozy feeling of being in your mother’s kitchen, highlighting the ways in which cooking forms a lineage of love handed down through generations.