Selected work Case study 01
KAFI
Building curiosity before building a brand.
- Brand
- KAFI
- My role
- PR Manager
- Focus
- Brand launch · Social strategy · PR & content
01 / Context
The brief.
The opportunity.
KAFI was entering a competitive food and beverage market. Simply announcing another coffee brand would not be enough. The launch needed to create curiosity, establish a recognizable personality, and make people feel they were discovering something for themselves.
My contribution
As PR Manager, I worked closely with the co-founders to conceptualize and execute launch communication across Instagram and other social platforms. I also became part of the public-facing brand persona, helping make KAFI more human and relatable.
02 / The approach
Let the people lead the story.
We treated the launch as a story unfolding online. Founder-led content introduced the people behind the brand, while conversational, shareable posts revealed its personality gradually. A consistent visual and verbal identity connected each moment.
From idea to execution
I contributed across campaign ideation, messaging, content planning, creative direction, and audience engagement. Content moved from teasing the brand to introducing its personality and building anticipation. The founders became part of the storytelling rather than remaining behind the business.
The brand, from every angle.
03 / Campaign collection
A closer look.
In motion
The campaign, playing out.
Films from the campaign. Press play to explore.
04 / Reflection
A sold-out first day.
The campaign contributed to a sold-out Day 1 launch, with strong footfall, audience excitement, and organic social buzz.
A brand launch does not always need to begin with the product. Sometimes the strongest starting point is the people, personality, and story behind it.
Keep exploring 02 / 04
Next projectCoke Zero
