Papi Ranch Launch

Creative studio ImaginaryFriend partnered with David “Papi” Einhorn, founder of the celebrity-favorite Papi Steak restaurants in Miami and Las Vegas, to launch Papi Ranch, a new luxury direct-to-consumer steak brand.

Known for its extravagant dining experiences, including a signature $1,000 Wagyu tomahawk presented tableside in a diamond-encrusted briefcase, Papi Steak has built a following around its distinctive approach to luxury dining. Papi Ranch brings that experience into consumers' homes nationwide.

As creative agency of record and equity partner, ImaginaryFriend developed the new brand from the ground up, leading naming, brand strategy, visual identity, packaging, e-commerce, content and launch creative.

The brand offers more than 70 premium cuts through a membership-based model, alongside exclusive products like the Beefcase, an at-home take on Papi Steak's signature presentation, complete with a tomahawk, carrying case, branding iron and gloves.

The launch extends Papi Steak's distinctive identity beyond the restaurant, introducing a new way for consumers to experience the brand at home.