Started as an experimental farmers market stand in February 2020, Basalt has grown through many evolutions since. Today, Basalt has morphed into Asada on Wealthy - a brunch-to-dinner concept that continues to hold true to its rich and flavorful heritage from Mexico, Texas, and Michigan. Steven Martinez, owner and operator of Asada, trusted LWG to build a brand that would combine Southwestern iconography with Midwestern sensibilities. As the business ebbed and flowed through post-pandemic diner habits, Steven made a judgment call: How do we morph this hyperlocally beloved brunch diner into an all-day affair that gives people a reason to venture to Eastown? With just the right mix of menu offerings and an evolution on the previous brand design, Asada on Wealthy is proof that brands that can be nimble for their customers pay off.