2024
Magic Table
Branding, Brand Positioning
Entertainment
Know More
After working through multiple initial directions, the identity crystallized into a magical character whose tail forms a cloche and back becomes a table, symbolizing a magical table where strangers meet, share a meal, exchange stories, and walk away with new connections. This character became the soul of the brand, expressing its values of warmth, curiosity , and spontaneous togetherness.
Problem
After evaluating multiple initial directions, the identity crystallized into a singular brand symbol, a magical character whose tail forms a cloche and whose back becomes a table.
This character became the soul of Magic Table, representing a place where strangers meet, share a meal, exchange stories, and leave with new connections. More than a logo, it functioned as a narrative device, embodying the brand’s values of curiosity, openness, and spontaneous togetherness.
Solution
Beyond the character, I architected the complete brand aura and social positioning, defining how Magic Table should look, sound, and feel in an increasingly digital-first world. The strategy focused on warmth over polish, emotion over promotion, and storytelling over selling.
This foundation guided the creation of social media systems and ad campaigns built around themes such as strangers becoming stories, the magic of the first hello, and meals that turn into memories. Each campaign translated these ideas into visual hooks, narrative-led content, and interactive social formats that felt inviting, human, and quietly whimsical.
Concept
Executed across brand identity, social media design, and campaign storytelling, the cohesive system transformed Magic Table from a concept into a movement. Not just a platform for dining, but a shared space for meaningful conversations and real-world connections.
Conclusion
Outcome and impact:
Clear differentiation in the emerging social-dining category
High emotional recall through character-led storytelling
Stronger community engagement driven by narrative-first content
Consistent brand voice and visual language across all digital touchpoints
A scalable identity system designed to grow with the platform and its experiences
More Works
©2026
2024
Magic Table
Branding, Brand Positioning
Entertainment
Know More
After working through multiple initial directions, the identity crystallized into a magical character whose tail forms a cloche and back becomes a table, symbolizing a magical table where strangers meet, share a meal, exchange stories, and walk away with new connections. This character became the soul of the brand, expressing its values of warmth, curiosity , and spontaneous togetherness.
Problem
After evaluating multiple initial directions, the identity crystallized into a singular brand symbol, a magical character whose tail forms a cloche and whose back becomes a table.
This character became the soul of Magic Table, representing a place where strangers meet, share a meal, exchange stories, and leave with new connections. More than a logo, it functioned as a narrative device, embodying the brand’s values of curiosity, openness, and spontaneous togetherness.
Solution
Beyond the character, I architected the complete brand aura and social positioning, defining how Magic Table should look, sound, and feel in an increasingly digital-first world. The strategy focused on warmth over polish, emotion over promotion, and storytelling over selling.
This foundation guided the creation of social media systems and ad campaigns built around themes such as strangers becoming stories, the magic of the first hello, and meals that turn into memories. Each campaign translated these ideas into visual hooks, narrative-led content, and interactive social formats that felt inviting, human, and quietly whimsical.
Concept
Executed across brand identity, social media design, and campaign storytelling, the cohesive system transformed Magic Table from a concept into a movement. Not just a platform for dining, but a shared space for meaningful conversations and real-world connections.
Conclusion
Outcome and impact:
Clear differentiation in the emerging social-dining category
High emotional recall through character-led storytelling
Stronger community engagement driven by narrative-first content
Consistent brand voice and visual language across all digital touchpoints
A scalable identity system designed to grow with the platform and its experiences
More Works
©2026
2024
Magic Table
Branding, Brand Positioning
Entertainment
Know More
After working through multiple initial directions, the identity crystallized into a magical character whose tail forms a cloche and back becomes a table, symbolizing a magical table where strangers meet, share a meal, exchange stories, and walk away with new connections. This character became the soul of the brand, expressing its values of warmth, curiosity , and spontaneous togetherness.
Problem
After evaluating multiple initial directions, the identity crystallized into a singular brand symbol, a magical character whose tail forms a cloche and whose back becomes a table.
This character became the soul of Magic Table, representing a place where strangers meet, share a meal, exchange stories, and leave with new connections. More than a logo, it functioned as a narrative device, embodying the brand’s values of curiosity, openness, and spontaneous togetherness.
Solution
Beyond the character, I architected the complete brand aura and social positioning, defining how Magic Table should look, sound, and feel in an increasingly digital-first world. The strategy focused on warmth over polish, emotion over promotion, and storytelling over selling.
This foundation guided the creation of social media systems and ad campaigns built around themes such as strangers becoming stories, the magic of the first hello, and meals that turn into memories. Each campaign translated these ideas into visual hooks, narrative-led content, and interactive social formats that felt inviting, human, and quietly whimsical.
Concept
Executed across brand identity, social media design, and campaign storytelling, the cohesive system transformed Magic Table from a concept into a movement. Not just a platform for dining, but a shared space for meaningful conversations and real-world connections.
Conclusion
Outcome and impact:
Clear differentiation in the emerging social-dining category
High emotional recall through character-led storytelling
Stronger community engagement driven by narrative-first content
Consistent brand voice and visual language across all digital touchpoints
A scalable identity system designed to grow with the platform and its experiences
More Works
©2026