PACIFIC SURFLINER MARKET café

Serving up fresh
food on-the-go

CLIENT

Amtrak Pacific Surfliner / Passenger Railroad Service

ELEMENTS

Logo, Branding, Packaging, Menu (Wall, Mobile, Desktop), Rack Card

CHALLENGE

How should we position the Pacific Surfliner's onboard café?

The Pacific Surfliner is a passenger railroad service that runs over 351 miles of California Coast. We were tasked with rebranding its Café Car, which provides fresh and convenient food options to passengers onboard. The new name Market Café was chosen to emphasize the menu's fresh selections.

**TARGET AUDIENCE: PASSENGERS ABOARD THE AMTRAK PACIFIC SURFLINER TRAIN**

APPROACH

Reflecting the Pacific Surfliner's famous scenic route and fresh farm-to-table ingredients.

Our branding was inspired by the rolling hills and flowing waves that line the Pacific Surfliner's scenic route. These striking curves served as a central part of the logo, and were integrated throughout the brand. The identity was supported by vibrant illustrations depicting the fresh farm-to-table ingredients.