build a food brand
that grows.
I help restaurants, cafés and food ventures create concepts that are impossible to ignore — and designed to scale. Not agency theory. Real experience. Real results.
Who I Work With…
I work with founders building the next generation of food, beverage, hospitality, and wellness brands. If you want clarity, a stronger identity, and systems that support real growth, you’re in the right place.
Restaurants & Cafés
If you run a hospitality business, you already know: great food isn’t enough. Your brand, menu, and guest experience must align — or customers won’t choose you twice.
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a concept that customers instantly understand and talk about
a website that looks premium and actually converts visit → booking → visit
menus, signage, and visuals that elevate your offer
professional photography that captures the experience
smoother training, onboarding, and internal consistency
a guest experience that feels intentional at every touchpoint
Food & Beverage
If you’re building a protein bar, drink, snack, supplement, or supermarket-ready product, packaging and clarity decide everything. You need a brand that stands out — and communicates in seconds.
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packaging that grabs attention on shelves and online
a premium, consistent brand identity customers trust
professional product photography that makes people click
a website or landing page that sells your story fast
messaging that tells buyers exactly why your product matters
a brand presence that impresses retailers and investors
Hospitality & Wellness
If you’re building a wellness product or health-focused brand, clarity and credibility are everything. Customers must instantly understand what you offer and trust that it works.
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a simple, compelling narrative for a potentially complex idea
a modern, clean visual identity that feels trustworthy
a website that communicates benefits immediately
premium content — photo, video, graphics — that elevates your product
customer pathways that explain value quickly and clearly
a brand ecosystem ready for partnerships, retail, and scale
How I help…
I turn ideas into clear, compelling brands — and brands into structured, scalable businesses. My work focuses on three pillars:
elevate your brand
Build a brand that looks premium, feels consistent, and communicates instantly across every touchpoint.
streamline your operations
Create the operational clarity your team needs to deliver consistent quality and grow without chaos.
sharpen your strategy
Define your positioning, sharpen your narrative, and build a path for long-term momentum.
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craft identities that feel distinctive and instantly recognizable
design websites that communicate clearly and convert consistently
create visual systems (color, type, layout) that scale across channels
design packaging, menus, labels, and in-store touchpoints
direct photography that captures your world with clarity and style
create digital assets and guidelines that make your brand cohesive everywhere
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I’ve built and designed the full visual ecosystem of råbowls® — from the brand identity to retail packaging for EDEKA, to delivery-first concepts with Gorillas and huuva®, to multiple physical locations. I’ve also led branding and content direction for emerging food and wellness brands like BabaCous, Kkokki Loves Vegan, and The Change Starts, giving me a broad view of what makes a brand look premium in radically different contexts.
branding & digital presence
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build intuitive onboarding portals and full training ecosystems
create SOPs, workflow diagrams, manuals, and checklists
develop franchise and expansion documentation
structure operational playbooks for multi-location growth
streamline communication and simplify internal processes
translate complex tasks into simple, visual systems
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While scaling råbowls® across multiple locations and formats — dine-in, retail, delivery and franchise — I built every operational system from the ground up. This included staff onboarding, process automation, franchise documentation, multi-location workflows, and brand consistency systems. I now apply the same structural logic to wellness brands, CPG startups, and cafés that want to run at a higher level.
systems, operations & internal structure
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refine your concept until customers understand it instantly
build messaging frameworks that articulate your value with precision
design product or menu architecture aligned with market and margin logic
shape pricing strategy grounded in commercial reality
conduct brand and competitive audits for differentiation
build launch strategies, customer journeys, and growth plans
craft investor-ready narratives, pitch decks, and positioning logic
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My strategic thinking was shaped by founding and scaling råbowls®, pitching to corporate partners like WeWork, Mindspace, and Urban Heroes, securing retail entry with EDEKA, launching delivery partnerships with Gorillas, and preparing a brand for franchising in multiple cities. Combined with consulting work for growth-stage brands and an academic foundation in marketing, I bring both analytical clarity and creative direction to early-stage and scaling businesses.
concept, strategy & growth
case: råbowls®
Building a Modern Plant-Powered Fast-Casual Brand
Case
At 21, I founded råbowls® and scaled it into a multi-location multi-channel food brand across Germany and the Netherlands and through EDEKA’s, gorillas, huuva®, and licensed restaurants. I know the grind, the mistakes, and the shortcuts — because I’ve lived them.
Initial Challenge
I developed råbowls® as a Scandinavian-inspired, plant-forward bowl concept, anchored in minimalism, nutrition, and functional design.
Full brand strategy and positioning
Naming (rå = Scandinavian for raw, pure, natural)
Visual identity system (typography, color, packaging, digital design)
Store experience & interior design direction
Menu architecture and nutritional framework
råbowls® quickly became known for its clean, modern aesthetic and high-quality bowls with a strong performance and wellness appeal.
Create a differentiated healthy-food concept in a crowded market dominated by generic salad bars and poké clones. The goal: a premium, Scandinavian-inspired brand with strong design, consistent operations, and the ability to run without founder presence.
Concept & Brand Creation
From nothing but an idea, I built:
A fully autonomous, scalable fast-casual concept
A strong, recognizable brand with city-wide relevance
Operational systems used daily by a professional team
A profitable, high-demand lunch business in top locations
A platform ready for franchising and national expansion
råbowls® became proof that with the right strategy, design, and operational thinking, a founder can build a brand that functions like a modern, high-performance business ecosystem—not a traditional restaurant.
Result & Impact
My Work
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T-Shirt & Apparel Design
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Full Packaging Branding
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Photography
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Interior Design Conceptualization
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Paper Bags / Takeaway Experience
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Menu Design
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Food Photography
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Merch Design
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Disposable Design
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Store Display Design
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Store Facade Sticker
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Store Facade / Bicycle Branding
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Candid Photography
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Candid Photography
building and being blog
building & being is a series of honest reflections at the intersection of entrepreneurship and identity.
Why Work With Me:
I don’t just design brands — I build businesses.
At 21, I founded råbowls® and scaled it into a multi-location multi-channel food brand across Germany and the Netherlands and through EDEKA’s, gorillas, huuva®, and several restaurants. I know the grind, the mistakes, and the shortcuts — because I’ve lived them.
That’s why with me, you don’t just get creative work. You get entrepreneurial expertise that turns vision into growth.
Highlights:
Founder of råbowls® — franchise stores, EDEKA & Gorillas retail partnerships, delivery-only concepts like huuva®.
Brand & Growth Consultant — branding, UX, SEO, content, and campaigns for brands like BabaCous, Kkokki Loves Vegan, & The Change Starts.
Experience in investor relations, financial strategy, franchise development, and automation.
Multilingual & multicultural — fluent in German, Dutch, English; advanced in Portuguese & Spanish.
MSc Marketing, BSc International Business, Minor in Philosophy.
Your business, built for growth.
Most agencies give you logos and campaigns. I go further. I’ve founded and scaled my own brand — råbowls® — from scratch into multiple locations. I know what it takes to go from idea to execution, from struggling concept to a recognizable and profitable business.
With me, you don’t just get creative work — you get a partner who understands operations, finances, customers, and growth.
From idea to impact: I build brands that grow.
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From idea to impact: I build brands that grow. 〰️
