FONDA: More Than Just a Pretty Taco

Following Fonda’s 2025 rebrand, the challenge wasn't just to launch a new look, it was to ensure the brand’s new signature sass and playful energy translated seamlessly from a smartphone screen to a physical menu. I took the creative lead on the multichannel rollout, managing the transition of the new identity into a functional, omnipresent brand across all marketing and in-store touchpoints. The digital execution spanned organic social, Meta ads, and email marketing, using the brand’s dry, casual humor to keep the content engaging. This also included collaborative initiatives with Novo Shoes and Pana Organic, ensuring the new visual language remained consistent while working within different brand environments. The physical rollout was equally ambitious, involving a full suite of in-store collateral; from menus and A-frames to decals and custom pieces for the Melbourne F1. By balancing the energetic new aesthetic with a clear strategy, the rollout resulted in a cohesive experience that feels as intentional in person as it does online.