Murphy’s Door Café was a small coffee shop tucked into Manhattan’s Lower East Side. But without a distinct identity or standout offering, it struggled to gain traction in a crowded market. The challenge was clear: reposition the business around a cultural food experience and build a brand with heart — and heat.

We saw an opportunity in NYC’s growing appetite for Caribbean flavors — specifically Jamaican-style patties. Our strategy was to completely reimagine the brand, from naming to operations, and create a cultural destination that felt fresh, nostalgic, and proudly Caribbean.

Core Moves:

• Renamed the business to “Murphy’s”

• Built a brand voice rooted in pride, boldness, and warmth

• Designed a visual identity inspired by island storefronts + NYC edge

• Redesigned menu structure and ordering experience

We launched a social-first brand with daily content, community outreach, and smart visual storytelling. Everything from the storefront design to the IG grid was curated to capture attention and drive traffic — both online and on foot.

Execution Highlights:

• Social content calendar and campaign

• Photography and short-form launch video

• Storefront redesign and branded packaging

• Website optimization with online ordering integration

• Staff training on brand voice and customer journey