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Building from scratch
Braid & Berry
Fast-casual challah sandwiches and smoothies. San Diego.
Hot braid, cold berry.
Founded2026
CitySan Diego, CA
FormatGrab-and-go, Joe & the Juice style
StageProduct and brand test
VIDEO
How The Whole Braid is made · Coming soon
GALLERY
THE PLAN
- 01
30-day testNow
Recipes, packaging and catering at small events to see the real reaction.
- 02
Pilot: cart and delivery
A premium cart in malls or parks, plus DoorDash and Uber Eats.
- 03
First store
No full kitchen: just ovens. The challah arrives braided and gets baked there.
LOG
- Braid & BerrymediumSite under construction. The hero will be the sandwich exploding and putting itself back together.
- Braid & BerryI hired the designer for the logo, packaging and brand system.
- Braid & BerryName locked: Braid & Berry. It beat Braid & Blend.
RESOURCES
Brief · Coming soonBrand brief for the designerWhat I asked for, what I didn’t, and why I gave her full freedom.
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