Daniel Boulud’s upscale eat-in and take-out market and café, Épicerie Boulud, is a one-stop-shop for francophiles in New York City. Located in The Oculus @ One World Trade Center, The Plaza Hotel, and the Upper West Side; Épicerie Boulud emphasizes seasonal, house-made ingredients, from fresh bread and viennoiserie to made-to-order sandwiches, soups, salads, charcuterie and cheese boards, french pastries, and gelato.

As Art Director, my team and I wanted to refine the brand while bringing in a subtle personality & color that still reflected its origins. During my time, I created custom illustrations for a limited edition holiday cup, produced a sales-doubling 20-page holiday catalog, overhauled all three location’s in-store menus, and managed an extensive e-commerce program on Goldbelly (as well as Épicerie’s website). I worked tirelessly on a large email program and managed to nearly double click and open rates.

As an editorial identity push for the brand, our team created seasonal playlists for our retail locations and shared them with our social media followers and email lists; scroll to the bottom of this page for a listen.