Franck - French bistro (2007)
Farine - Artisanal bakery & specialty coffee shop (2012)
BRANDING
For the past three years I have been working for a Shanghai-based F&B entrepreneur.
April 2014 to Nov. 2015
When I first joined his teams, he was running 4 different concepts (a French bistro, a wine bar, an artisanal bakery and a Mexican taqueria rooftop). By the end of the following year, 3 more concepts had opened their doors.
Each brand had different maturity stage and competition level - meaning different objectives and marketing strategies.
Nov. 2015 to March 2017
With the artisanal bakery promised to a tremendous development, its expansion required a fully dedicated team. I was offered to get on board, thus enabling me to work on its evolutionary positioning. As per guideline: maintain the image of quality, authenticity and know-how the brand benefits, and prevent it to lower in customers' mind - a strong urge as many local and foreign actors started working on bakery concepts.
To date, Farine counts 4 stores, 3 more will open by the Summer and a concept store named LAB Farine opened its doors in last December.
Le Rooftop - Ephemeral concept changing every Summer (2013)
- Summer 2014: Mexican Taqueria / Summer 2015: Marseille-style buvette -
Rachel's - Brooklyn-inspired burger joint (2014)
WIYF - Craft ice-creams pop-up window
(2015)
