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Foragers CPK Rebrand

Project type

Restaurant Rebrand

Date

Winter 2025

Location

Atlanta

Responding to a challenging RFP from California Pizza Kitchen (CPK) to elevate their brand by pushing culinary boundaries and reimagining a CPK experience tailored for America’s youngest diners (kids and teens), my role as Lead Art/Creative Director involved a deep dive into consumer insights and market trends. This research was foundational to the strategic development of "Foragers."

My research indicated that Gen Alpha, the target demographic, is not only tech-savvy and comfortable with digital integration in all aspects of their lives, but they also crave interactive and immersive experiences.

Furthermore, this generation is increasingly health-conscious, socially aware particularly regarding sustainability and wields significant influence over family purchasing decisions, including dining choices . These insights directly shaped the "Foragers" concept.

The strategic core of "Foragers" is a seasonal culinary approach. This directly addresses the RFP's mandate to push culinary boundaries by emphasizing the freshest, peak-season ingredients, a concept that aligns with CPK’s established "Cali Fresh" philosophy and commitment to innovation.

This creates a dining experience that offers constant discovery and novelty, which is particularly appealing to the inherent curiosity of younger diners and resonates with the broader consumer shift towards conscious sourcing and food transparency.

To deeply engage this digitally native audience, the strategy incorporated gamified Augmented Reality (AR) features throughout the restaurant . This transformed the dining space into an interactive "scavenger hunt right at your table," leveraging Gen Alpha's preference for interactive and build/create gaming experiences.

This wasn't merely a tech add-on; it was a deliberate strategic move to make the dining experience uniquely engaging, participatory, educational, and shareable.

This approach aimed to create a memorable connection with the brand, aligning with CPK’s vision that "Discovery is the main ingredient in a joyful life.

"Foragers," therefore, represented a comprehensive strategic reimagining of the CPK experience, meticulously designed to build lasting relevance with America’s youngest diners by innovatively blending culinary excellence with immersive, tech-forward entertainment.

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