I joined Serendipity 3 - after a friend of the family acquired the iconic NYC Restaurant and branding.
Initially, my role was to help grow the marketing and social media - where I helped grow the Instagram follower count by over 20,000 people, by creating branding based archives that I discovered in the restaurants attic.
Then things took a turn when Chef Isidori, came to help the restaurant rebrand. During this time, I shifted my focus away from Serendipity, which seemed like a lost at the time, in order to focus on learning from Chef Isidori.
Chef Isidori played a critical role in the development of how I thought about design, teaching me to trust my intution in order to make the right decisions quickly.
At the time, my family was also close with Western Beef, a middle-class, supermarket distributor and manufacturer. Both Chef Isidori and I worked dilligently to create products with Innovative Branding that could be manufactured Western Beef, and depending on the context, sold in various different supermarkets/online.
We created VAMO!, which was a spanish-based Soda Brand, to be designed and developed for millennials interested in delicious Mexican Soda
Thunderbolt was a fried chicken restuarant concept aimed capturing the latest craze.
Blu was our take on flavored seltzer with our branding based on artwork from Damien Hirst and Yves Klein.
Cycle was a health drink based on horse colostrum that we discussed developing in partnership with veterinarian Dr. Steve Allday.
And we also developed Spice Base, where at created a visual system for different spices in the kitchen.
Creating the designs/products and quickly being able to approach business owners, was fascinating for me, and also a reason why I later on continued focusing on software development. I enjoy creating good products and sharing them with the world.