Overview
True Food Kitchen is a nationally recognized, health-driven restaurant concept rooted in seasonal ingredients and intentional living. During my time as Creative Director at Fox Restaurant Concepts, I helped shape the brand during a pivotal stage of growth, beginning with its sixth location, and have continued a creative partnership through Claire Cunningham Creative.
As the brand has expanded to 45+ locations nationwide, I have contributed to over half — helping evolve what began as a strong concept into a scalable, lifestyle-driven brand supported by cohesive design systems, thoughtful storytelling, and a consistent, elevated guest experience.
Oakbrook, Illinois location
Creative Direction
Ongoing creative direction across brand touchpoints, ensuring clarity and consistency as the brand scales.
Scope includes identity, menu design, in-store collateral, communication systems, online ordering design, internal hiring and training materials, banner ads, promotional and event collateral, catering campaigns, rewards programs, real estate books, pop-up banners, and internal presentations — all developed as part of a unified, living system.
In addition, I contributed to the branding and launch of the now-closed juice concept Juby True, extending the brand into a complementary product experience.
Environment & Art
Each location is approached as a layered expression of the brand — balancing consistency with a sense of place.
Work includes murals, custom artwork, signage, installations, gallery walls, menus, chalkboard art, and living green walls. A dedicated Private Dining Room honoring Dr. Andrew Weil, in the Tucson, Arizona location, reinforces the brand’s foundational philosophy through space and storytelling.
Images feature locations in Hackensack, Las Vegas, and Oak Brook.
Partnership & Outcome
In collaboration with the founding vision of Sam Fox and Dr. Andrew Weil, this ongoing partnership has supported the brand’s national expansion while maintaining clarity, consistency, and integrity across an evolving footprint.
The result is a cohesive, scalable brand experience — expressed through environment, systems, and art — contributing to the continued growth of True Food Kitchen as a nationally recognized lifestyle brand, backed in part by high-profile investment including Oprah Winfrey.
