The Relationship

It all started with a craving. One night, while picking up takeout from HF Crave, I noticed the owner struggling to install a vinyl decal of the restaurant’s logo. Without hesitation, I offered to help and found myself outside in plaid pajama pants, saving the decal from disaster. In exchange, the owner comped my order—a small gesture that sparked a friendship and a creative partnership spanning years. That moment marked the beginning of a journey to transform HF Crave into a brand that truly matched the quality of its food.

The Challenge 

HF Crave had a standout product—a crave-worthy burger experience—but their branding didn’t communicate the quality or unique story behind their food. Many in the community didn’t even realize that HF Crave sold burgers, let alone that their offerings were farm-to-table. The challenge was to educate the public while creating a cohesive and impactful presence that could draw in new customers. To address this, we placed striking photos of their most popular burgers on the exterior windows, making a bold statement that couldn’t be ignored. This was part of a broader effort to tell their story and create a visual identity that reflected their quality and values.

The Work

The creative process was centered around bringing HF Crave’s identity to life, from the plate to the page. I redesigned their menus and crafted a custom drink menu, ensuring every detail reflected their personality. I captured mouthwatering photos of their food, built a modern and approachable website, and even designed merchandise their customers loved. We wrapped it all together with striking window graphics that promoted their featured burgers, drawing attention and foot traffic. Every project was tailored to reinforce HF Crave’s approachable and memorable experience.

The Results

The transformation was immediate and impactful. HF Crave saw increased foot traffic and customer engagement, with regulars praising the new look. Their bold branding elevated their presence in the community, making them stand out as a local favorite. This partnership not only strengthened their identity but also established a lasting creative relationship.

The Takeaway

HF Crave is more than a client; it’s a testament to the power of genuine connections. From that spontaneous act of helping in pajama pants to years of collaboration, this project showed me that great partnerships start with showing up, helping out, and creating work that truly resonates. At Lohco, we don’t just build brands—we build relationships that last.