Gabbiano’s

Brand & Marketing Systems
Food & Bev

Role

  • Restaurant concept development & launch strategy
  • Steps of Service design & hospitality training
  • Guest journey mapping & touchpoint evaluation
  • Restaurant Operations & Systems Building
  • Brand identity, positioning & storytelling
  • Community building & cultural partnerships
  • Content strategy for hospitality & lifestyle brands
Gabbiano’s, a cheeky Italian-American restaurant in NE Portland, quickly became one of the city’s busiest restaurants when it opened in 2021. With lines out the door, consistently delicious food and drinks, and service always with a smile, it earned a reputation as both a neighborhood gem and a destination.



As co-creator and later operational owner, I helped shape the brand’s essence by building a playful online presence, nurturing its identity, and ensuring the guest experience always delivered on the promise.
From social media that captured the restaurant's humor and heart to on-the-ground operations that kept the energy high, my role was to make sure the Gab's experience felt as unforgettable as it was approachable.

The menu became a Portland favorite, with playful signatures like the parm rind brine martini and plenty of larger-than-life dishes. My role was to carry that same sense of personality into every guest touchpoint, creating a restaurant that was about more than just food. Gabbiano’s became a place where Portland came to eat, drink, laugh, and feel at home.

Photography: One Haus Creative | Brand Design: EachOther

Role

  • Guest journey mapping & touchpoint evaluation
  • Restaurant Operations & Systems Building
  • Brand identity, positioning & storytelling
  • Community building & cultural partnerships
  • Content strategy for hospitality & lifestyle brands
A hand lifts a forkful of cheesy, saucy lasagna high above a plate on a wooden table. Behind, a colorful mural shows green hills, a statue, and mountains under a blue sky.A wooden shelf displays books, a vase with dried flowers, bird figurines, candles, and a stack of chocolate balls. Decorative art featuring birds hangs on the wall behind the shelf.
A hand pours a pink cocktail from a shaker into a glass with a cherry and olive garnish on a checkered table; a colorful sign reading food is in the background.A plate with partially eaten breaded chicken covered in tomato sauce and melted cheese, two forks, and an empty ramekin with sauce residue, all on a wooden table.
Instagram profile of Gabbiano’s, a restaurant, with a bird logo, 21.9K followers, and five highlight circles in red, beige, and pink. The feed shows cozy dining scenes, food, and people enjoying meals.A plate of tiramisu dusted with cocoa powder sits on a floral-patterned plate, with a fork resting on the side. In the background, there’s a partially eaten dish, a fork, and a green glass on a wooden table.
A hand holds a plate with three breaded, stuffed rolls topped with sauce and herbs in front of a wall decorated with framed pictures of boats, food, and a decorative plate featuring the Colosseum.A wooden table covered with plates of Italian food, including spaghetti with meatballs, salad, ribs, and drinks in various glasses, with scattered silverware and napkins, set for a meal.Two pink plastic crates filled with various wine bottles are placed under a wooden countertop. The crate on the left holds bottles with white and dark caps, while the crate on the right contains bottles with mostly red and black caps.
A person wearing glasses and a red-and-white shirt smiles while spreading sauce on parchment paper with a brush, sitting at a wooden table with a saucepan of sauce nearby. A colorful mural is in the background.
Large cans of “Alta Cucina” peeled tomatoes are stacked on wooden shelves, with some cans partially in shadow and others brightly lit, showing their red and white labels with tomato images.Several large cans of Alta Cucina whole peeled tomatoes are arranged on a wooden shelf, with light and shadow creating a dramatic effect on the labels.
A hand holds a plate with a slice of tiramisu; in the background, there are metallic bird wall decorations casting shadows on a white wall.A hand holding a fork vertically above a large plate of Caesar salad with leafy greens, croutons, and lemon wedges on a wooden table, with framed art on the wall in the background.
A person with dark hair in a bun, wearing glasses and a lavender shirt, smiles while holding a decorated plate with a baked dish topped with herbs, sitting at a wooden table.A plate of spaghetti with meatballs sits on a wooden table next to a fork, a glass of water, a clear glass bottle, an amber glass, and a white napkin with red stripes, with brown tiled wall in the background.A person pulls a slice of cheesy pizza from a plate, stretching melted cheese high above the table while using a fork and knife to cut another piece. The person’s face is partially obscured by their arm and hair.
Dear Heather Wallberg is about designing experiences that make people feel welcome. Informed by hospitality and real-world practice, the work is shaped by what guests experience from the first hello to the last goodbye.

Select Clients

James Beard AwardsAbigail Hall High TeaGabbianosTake TwoAngela Vineyards
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