Bringing science, storytelling, and food together under one brand

The Challenge
In collaboration with Bon Appétit, OMSI set out to launch Theory — a new eatery that would offer more than just meals. The goal was to create a distinct brand experience that blended food, science, education, and events into a single immersive space. With a fast-paced timeline and a high-profile public launch, the brand needed to be bold, clear, and engaging from day one.

The Approach
I led the brand development from the ground up, building and directing a small team through the strategy, design, and rollout. We created a cohesive identity system and visual language that extended across print, digital, and environmental touchpoints. This included branded signage, wayfinding, educational displays, and digital content designed to draw visitors into the story of Theory — where science meets flavor.

The Outcome
The result was a vibrant, flexible brand that supported Theory’s mission to inspire curiosity and learning through food. Public response was overwhelmingly positive, and the cohesive branding helped establish Theory as a standout experience within OMSI’s broader ecosystem.