Old Bay

How can a brand celebrate its loyal fan base while also appealing to a new market?

Brand Extension  |  Experience Design
My role
Strategy development
Isometric floorplan designs
Deck narrative and presentation
Social listening
Qualitative interviews
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TL;DR 

Spread the love of Old Bay past the pantry (and the East Coast) through a branded hospitality experience spicing up everyday moments.

THE TRUTH
Old Bay offers a simple way to spice up an ordinary meal.
THE TREND
People travel to get away from their mundane routines.
THE TACKLE
Old Bay fans are loyal. Very loyal. However, once you venture away from the East Coast, loyalty fades away.
THE TACTIC 
A bold hospitality experience expanding the brand past the pantry, encouraging food-lovers and adventurous souls to come together and transform their ordinary.
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Tour

The Bay Hotel

DEPENDABLE LEGACY MEETS FEARLESS DESIGN

A heritage-laced, dynamic blend of colors and materials, funky art, and industrial exposure create a melting pot for adventurous souls, food aficionados, and thrill-seekers.
Designs by Emilee Lampert

Launch

The Bay Hotel

BALTIMORE, MD
Celebrate the fans that made the seasoning iconic while creating buzz.
MIAMI, FL
Leverage hometown popularity to expand down the East Coast.
SANTA MONICA, CA
Spread the love and build loyalty amongst other seafood eaters and fun lovers.
THE TEAM
Kimberly Burgess, Brand Manager
Bradley Wells, Brand Manager
Jonathan Castaneda, Brand Manager