Expansion Strategy, Brand & Investment

Strategic support provided to an established Lisbon café during a period of growth beyond a single location. The business had a strong local following but relied on atmosphere and familiarity rather than a transferable identity, making expansion difficult without diluting what customers valued.

The work focused on defining what needed to remain constant as the business scaled. Analysis of customer behaviour showed that loyalty was tied less to specific interiors and more to a recognisable rhythm of use: reliability, pace of service and everyday accessibility. The brand therefore required clearer structure before physical expansion.

A brand and product strategy was developed to stabilise these elements across locations. Retail items were introduced to translate the experience into take-home products, extending recognition outside the café environment while maintaining the same tone.

Creative direction for photography established a consistent visual language that documented use rather than styled consumption, allowing future spaces and products to appear immediately connected.

Alongside this, an investment deck was created to articulate the business model and expansion logic, presenting the café as a repeatable concept rather than a single successful venue. The material secured two external investors to support the next stage of growth.

Role: Expansion Strategy, Brand & Product Strategy, Creative Direction, Retail Development, Investment Narrative & Deck