THE CHALLENGE

Carbone, a growing brand spun out of the iconic New York restaurant, needed to bring its retail line to life. The first challenge was to create a distinct digital experience for the retail business that didn’t rely solely on the restaurant’s legacy. They had no direct-to-consumer (DTC) infrastructure in place and required foundational marketing, eCommerce, and no storytelling support to bring the brand to life online.

THE INSIGHT

To succeed beyond the restaurant’s fame, Carbone’s retail line needed its own narrative. That meant crafting new, original content that elevated the retail offering while preserving the chef-driven quality people expect from the Carbone name. The brand also needed creative campaigns that sparked attention and buzz to quickly grow awareness and affinity.

THE IMPACT

• Grew Carbone's social following by over ~30%
• Built a foundation that was used to scale revenue from $15M to $80M
• Delivered the most PR in brand history with the Pasta Tap activation
• Designed a new packaging strategy
• Built a fully operational DTC business from scratch