Andea

As a Senior Strategist at The Culinary Edge, I led the brand strategy, visual identity and menu development for Andea, a new Peruvian fast-casual restaurant designed to scale across the United States. The brief was to build a healthy concept around açaí and other nutrient-rich superfoods from Peru that offered a unique perspective on healthy eating in a crowded category.

Leading the team through marketplace tours in New York and Lima, alongside extensive research, revealed two opportunities: people wanted healthy food that felt balanced and satisfying rather than restrictive, and they were craving authentic flavours just as Peruvian cuisine was gaining momentum. These insights formed the foundation for the brand. Instead of leading with the health claim, we positioned Andea as an everyday Peruvian kitchen where health felt built in. Brasa-style chicken, the heart of Peruvian cooking, sits at the centre, with açaí and other superfoods woven in through sauces, drinks and soft serve. The name Andea comes from the Andes, the source of the menu's key ingredients, tying the brand back to where the food begins.

Directing the visual identity alongside the team at The Morris Project, we looked to the colours, textiles, plants and architecture of the Andes. Native animals and intricate, less symmetrical patterns bring playful, distinct character, while clean, modern type with slight imperfections keeps it feeling human and approachable. Together, they make a brand as fresh and vibrant as the food, while staying rooted in its Peruvian heritage. 

The result was a ready-to-launch concept built from scratch: brand strategy, naming, visual identity and menu development, including 18 food items, 5 beverages and 6 sauces.