Turning a dining concept into

Turning a dining concept into an unforgettable brand.

I developed three activation concepts for Picnic, a dining establishment serving a unique blend of American and Lebanese fare, on behalf of their parent company, Kassis & Co. I explored ways to generate revenue while building a more distinctive brand, stronger community connections, and lasting value.

The concepts included a premium omakase experience, a founder-focused gifting initiative, and Picnic Table: a communal dining experience positioned as Philadelphia's Village Table.

For Picnic Table, I developed the brand positioning, experience concept, and narrative connecting premium seasonal food, shared experiences, and a rotating nonprofit mission. The idea was to give people more than a meal to attend. It gave them a reason to gather.

My role: Concept development, brand positioning, narrative strategy, and creative copywriting.