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  • JD Proulx

Lazy Bear Camp Commissary Launch


Covid really did a number on the restaurant industry. In order to survive, Lazy Bear needed to pivot, quickly. So as a group we decided to take the restaurant in a completely different direction.

Gone were the days of $300 dinner tickets. Enter the era of Michelin-starred take out. Still maintaining the refined,  charming experience that has been cultivated over ten years.

My role

Branding, positioning, marketing, PR, content creation. Develop virtual experiences for remote private events.


  • Plan and announce a new take-out format and experience.

  • Develop branding that fits within our identity and continues to tell our story.

  • Strategize how to market this new initiative and drive guest patronage.

  • Pitch media/press to gain coverage and community interest.

  • Launch new virtual experiences to drive revenue.


  • Lines around the block (literally) and sell-outs of food items

  • Created "Bottle Talk" virtual wine tasting events on IG Live, boosted daily revenue by 50%

  • 100% sell-outs of dinner kits and virtual wine tastings

  • +25% Instagram growth March–June

  • Media mentions up the wazoo (1, 2, 3, 4, 5, 6, 7, 8, 9)

  • San Francisco Chronicle feature story

Branding for Camp Commissary and food/beverages

New webpage

Menu design styled for social sharing

Virtual Wine Tasting promotional graphics


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