EZRA LUKE
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Farina Foods

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FARINA FOODS, INC.

FARINA | FARINA PIZZA | FARINA MERCATO

2008-2011
Director of Creative Services & Events +Visual Design + Art Direction
Photography: Shae Rocco & Angela Decenzo


The region of Liguria, home to the Cinque Terre, Portofino and Genoa, boasts some of the best food in Italy—including pesto genovese, minestrone and focaccia. Because Liguria is on the coast, seafood and fish are a big part of the diet, and many of the region’s famous foods and recipes were first invented, or eaten, on ships or by fishermen.

FARINA’s mission was to share an authentic Ligurian experience through dining, events, services and education. From a creative standpoint, I oversaw and executed visual design, email marketing, rewards program, social media marketing, website design, display ads, print projects, photography strategy (art directed/produced photo shoots), and worked cross-functionally with event managers, front and back of house managers, marketers, consulted on brand expansion & new environments. Launching several marketing campaigns, outreach programs and events was a great learning experience and achievement for me as I worked with many different cross-functional teams to accomplish one goal—put the guest first and create the best ligurian cuisine laced experience possible in San Francisco and beyond with a cookbook, and digital cooking courses.

FARINA won the Pesto World Championship in Genoa in 2008 with Executive Chef Paola Laboa’s family recipe.

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QUARTERLY EVENTS
WINEMAKER DINNERS
MARKETING COMMUNICATIONS
ICONOGRAPHY
OLD WORLD NEW COOKBOOK

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Everything you see I owe to Pasta.
— Sophia Loren