Branded | The Beach House Restaurant
Maybe you don't call yourself a taco slinging enthusiast, but if you're reading this blog post, chances are that you at least appreciate the ubiquitous taco on the most celebrated couplet in the restaurant industry: #tacotuesday. Maybe you punch out of work early on Cinco De Mayo for endless tacos and margaritas, and perhaps you Instagram your #tacotuesday dining experiences...just sometimes? Don't worry; I only know this because I'm describing myself too.
Growing up, for as long as I can remember, dinnertime meant "taco time" and a pile of warm tortillas and an accouterment of spicy homemade salsas always stacked my families table. When I moved to Arizona, I discovered Phoenix was a city filled with taco treasures. It seemed there was a plethora of taco trucks and Mexican establishments on every corner. But one establishment kept standing out.
I'd driven past the defunct 1960's Volkswagon and mod podge decor of The Beach House restaurant that was mere minutes from my new apartment and the giant smiling face that sits atop its roof kept beckoning me each time I cruised by. In the few short weeks, I found myself settling into my new home I was discovering that Arizona weather was MADE for dining alfresco and when my friend Brianna came to visit we both decided it was the perfect time to pay the little restaurant with the planted patio a visit.
We entered through the little garden of potted Aloe Vera succulents that lined the entrance with their vibrant hues of green convincing us that we were in fact not in Minnesota anymore. The owners John Lichtenberg and Kalen Mehlman both greeted us as we entered with their laid back beach friendly vibe and Brianna and I perused their menu excitedly spatting out items to order and share.
From the loaded nachos with fresh house made tortilla chips that are cooked up hot on the spot, to the grilled cactus strip vegetarian tacos, and famously refreshing passion fruit lemonade slushies, we were consistently impressed. And there were plenty of sauces all blended with a delicate hand and a creative mind to smoother our beach fair in.
We came for lunch, and we came for tacos, but we left that afternoon with so much more. After a little digging and a conversation with the owners, we learned this hip and trendy taco gold mine didn't have a website??? What started with one bite of the spicy, chili Morita-marinated Baja tacos, dripping with lime and mango habanero sauce, ended with a marketing pitch for a strategic web presence that would feel less like being lost at sea without a life preserver and more like a Caribbean Cruise.
The first step in transforming their web presence was with fresh, vibrant photos that spoke to everything John and Kalen love: flavorful food, funky style, and the comfort of home. Serving the marketing and social media arms of fashion, hospitality, and lifestyle brands, my unique offering for The Beach House owners was the “micro-shoot,” a term coined to describe my streamlined process of creating digital campaign assets. I've been creating youthful and vibrant imagery for clients and brands like The Beach House who feel overwhelmed by the continual task of content management with a particular focus to provide each client with a customized seasonal reserve of imagery that feels seamlessly-integrated into their brand aesthetic while infusing my own unique perspective. With Brianna as my trusty marketing sidekick for this project, we set out to capture the instant charm of The Beach House with a set of fun dynamic images.
The next process was creating a website that would feed off The Beach House owner's distinct vision. Brianna's motto is pictures, pixels, and perspective, and we partnered on this project together because like myself she views branding as both an art and a science. She sought to make The Beach House company’s custom site simple, effective, and responsive across all mediums.
For my role on the website, besides providing photography, I also offered all the copywriting for their website. We all love visuals, but they can't do all the talking, and for The Beach House's copy, I aimed to highlight John and Kalen's "secret sauce" as business owners as well as depicting a compelling menu write-up that included tempting and mouth-watering descriptions of their Baja fair.
Finally, I worked with John and Kalen to mirror their social media channels with the website Brianna designed and all the fresh content we created with my monthly social media membership.
Working with John and Kalen was a dream! I'm excited to watch their social media following grow over the next few years as well as their business. If you haven't done so already, hop on over to their website, follow them on Instagram and Facebook and if you're in the Valley, make sure to stop by and check out their restaurant, you won't be disappointed!
