Netflix Bites

Role: Creative Lead, Brand & Marketing

Company: Netflix

Challenge: Build the brand identity for Netflix's inaugural restaurant concept — a first-of-its-kind culinary experience translating the platform's food storytelling (from Chef's Table to Street Food) into an immersive IRL dining destination. Tasked with uniting a spectrum of acclaimed chefs, regional cuisines, and production aesthetics under one cohesive brand vision that resonated with both food culture enthusiasts and Netflix's global fanbase.

Creative Leadership & Approach: Partnered with Experience Design and Culinary teams to distill business intent and consumer insights into a singular creative vision. Directed a cross-disciplinary team to ensure brand cohesion across every guest touchpoint — from the plate to the pixel. Championed a creative approach that honored culinary artistry while maintaining Netflix's entertainment-first DNA.

Deliverables:

• Brand strategy & positioning (including evergreen and localized system architecture)

• Visual identity system (logo, lockups, typography, color palette, graphic language)

• Brand guidelines

• Campaign platform & go-to-market creative strategy

• Menu design & layout system

• Small wares creative direction (plating, serviceware, utensils)

• Food photography & videography creative direction

• Website creative direction (UI/UX design oversight)

• In-venue environmental & signage creative direction

• Social media content systems & templates

• Reservation platform creative integration

• Copy & tone of voice

• Staff uniform & apparel creative direction

• Ongoing seasonal campaign creative