TABERNA
BUSINESS
Tapas Bar
SCOPE OF WORK
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Brand refresh & visual direction
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Website redesign & UX architecture
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Reservation integration
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Passport Wine Club subscription integration
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E-commerce for merch & gift cards
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Email marketing launch (list built from zero)
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Event photography
Taberna’s original website felt like a PDF menu tacked onto the internet. You couldn’t make reservations. You couldn’t view events. You couldn’t buy merch, gift cards, or join their Passport Wine Club. And yet, their bar was always buzzing. Imagine if they had a proper website!
To start, Taberna gave me their logo—without a branding guide, photography, or copy. So I spent some time in their space. Taberna’s energy became my branding blueprint. Their music, events, and cocktails informed the messaging. Their clientele shaped the photography. And their signature vivid-orange Spicy Margarita anchored the color system.
Voice
Fun
Casual
Relaxed
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1234 #$!
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1234 #$!
Typography
Color
Photography
LOGO + TAGLINE
I loved Taberna’s original logo, which was inspired by tile that my client found at a bar in Spain. While the logo was gorgeous hanging on their wall, it was difficult to scale and vectorize for digital use. So I kept the tile logo for their Taberna merchandise, and I refreshed their secondary mark to create a version that we could use across platforms. I also came up with the tagline under their new logo:“Good food. Great friends. Epic nights.”
THE WEBSITE
It was important to capture Taberna’s energy on the Home page—but I didn’t have polished photography to work with. So I showed up on their busiest night of the year: Blackout Wednesday, the day before Thanksgiving.
I arrived early to shoot their tapas before the rush. By 9pm, Taberna was packed. I could barely move and ended up standing on a chair to photograph the crowd. (Worth it.)
The next morning, while everyone else recovered, I sorted through the images knowing I had what I needed. Paired with curated stock photos, the visuals brought Taberna’s personality online.
Along with the website copy, I also rebranded their domain from TabernaLaVerne.com to MeetMeAtTaberna.com.
EMAIL CAMPAIGNS
Whether it’s a pink Valentine’s Day party or a green Grinch holiday cocktail, Taberna always has a reason to celebrate. To promote these events, I sent out weekly emails to Taberna’s small but mighty email list. I built the list from scratch with digital and in-person promotions.
To promote Taberna’s holiday cocktails, I styled and photographed a few.
EMAIL RESULTS
43% ongoing open rates
3.1% click-through rate
MERCHANDISE
I built an e-commerce platform into Taberna’s site so they could sell branded merch directly. The initial product photos weren’t styled or lit in a way that supported the brand’s tone, so I leveraged AI to reimagine the presentation.
The resulting imagery showcased the merchandise in a way that felt cohesive, casual, and unmistakably Taberna.
