Packard’s New American Kitchen

Co-Creator | Designer | General Manager | Director of Operations
Design Responsibilities:
- Upheld brand standards
- Developed and designed menus, including seasonal variations for print and web
- Created various print materials: Business collateral, advertisements (print and digital), check presenters, promotional items, posters, manuals, and training materials
- Orchestrated photography, styling, and coordinated photoshoots
- Managed signage
- Oversaw social media management and marketing
- Led project management initiatives
- Spearheaded interior design, including furniture, fixtures, and finishes
Business Responsibilities:
- Led new business development efforts
- Managed licensing and permits acquisition
- Oversaw budgeting, financial management, and cash flow
- Handled ordering and inventory management
- Managed staffing, scheduling, onboarding, training, and staff development, supervising 3-4 managers and approximately 40 hourly staff members
- Provided daily operations oversight
Story:
As one of the creators, I spearheaded the creative direction behind Packard's inception. Housed within the original Packard automobile showroom, the space boasted an abundance of natural light streaming in through its floor-to-ceiling windows. During the build-out phase, we uncovered marble mosaic tiles hidden beneath layers of linoleum, restoring them to bring a sense of history and charm to the space. We aimed for a clean, upscale industrial aesthetic, aligning with the prevailing trend of 2011-2012.
Our initial branding featured a traditional serif logotype complemented by a modern sans-serif tagline. Subsequently, I integrated the emblematic hood ornament of the defunct Packard automobile line, the Goddess of Speed, into our branding elements.
Under the culinary direction of the New American Kitchen, we curated a menu that showcased a fusion of cuisines, ranging from Asian to BBQ to seafood, anchored by classic American dishes with a unique twist. Over the years, I guided the development of food, wine, and bar menus, designing each iteration, totaling well over 275 menus, excluding event and catering menus.
Packard's became a cornerstone of the evolving Midtown district, renowned for its brunch offerings and rooftop patio. Recently, it celebrated its milestone 12-year anniversary, firmly entrenched as a staple of the community.
Key Partners:
Finch Design
Aaron Snow Photography
Emily Hughs Photography

Foundation of Flavors

In 2012, Finch Creative designed the original dinner menu, setting the foundation for our future culinary offerings.
Seasonal Innovations

Menus evolved seasonally, changing every three months. This constant iteration reflected the restaurant's commitment to innovation and improvement.
Extensive Menu Expansion

By 2021, our menu offerings had expanded significantly. We produced new menus quarterly, including Lunch, Dinner, Brunch, Mid-Day, Cocktails, Wine, Rooftop, Kids’, private events, and catering menus, resulting in hundreds of unique designs.
Collaborative Refinements

I collaborated closely with the head chef, revising ingredients, descriptions, names, pricing, spacing, and layouts. This process included sampling new products and conducting taste tests to ensure quality and consistency.
From Design to Print

Once designed, menus were prepped and sent to print with a two-week turnaround. I updated new items and pricing in the point-of-sales system and online versions of the menus.
Grand Unveilings

With menus at the printers, staff training commenced. This included classroom sessions with training materials and taste tests. New items were run as specials leading up to the official menu release. Then the cycle would start over.