"Brand launch imagery for Craftsman and Wolves. Breaking from the traditional, predictable and somewhat tired press release procedure so often found in the restaurant and hospitality industry, we unveiled Chef William Werner's comeback patisserie concept by delivering an anonymous, personalized bamboo flash drive filled with select brand artifacts and food imagery to the media two weeks before these posters started popping up around town. As the evocative, fanciful story-laden name alludes, the brand and the culinary creations are both built around the evocative and the unexpected. The launch strategy was as much a social media experiment as a desire to foster curiosity and discovery."