Background

SoBol has long been known for its delicious açai bowls, friendly service, and bright coastal vibe. But in 2021, we realized it was time to evolve — not just operationally, but culturally. While the brand had expanded its footprint across the East Coast, our identity had yet to scale with it. Our vision was To provide super cool food and awesome experiences. Our challenge was simple: how do we make SoBol feel like more than a place to eat — how do we make it feel like a movement?

Traditionally, our focus had been centered on franchise growth and operational excellence — ensuring consistency, speed, and product quality across 60 locations. But as we grew, we recognized that scaling a franchise also meant scaling a brand experience — one that lived beyond the bowl.

We knew that to truly connect with a new generation of consumers, especially Gen Z and Millennials, we needed to inject culture, content, and creativity into how we showed up across social, digital, and in-store experiences. SoBol needed to be more than a meal — it needed to be a moment.

My Role

• Led the creative direction and strategic vision for the Super Cool Marketing Initiative
• Analyzed customer data (via Google Analytics and SoBol Rewards) to identify key target demographics and guide persona development
• Developed and executed the refreshed brand identity — from digital content to in-store experience
• Directed all social media campaigns, including TikTok trends, UGC activation, and influencer partnerships
• Oversaw redesign of website, mobile ordering interface, and email marketing templates
• Produced and created content production, including stop-motion video, product photography, and branded motion graphics
• Collaborated cross-functionally with store owners, operations, and franchise teams to ensure brand consistency
• Conceptualized future-facing elements like uniforms, merch, signage, and grab-n-go packaging
• Established a controlled content pipeline to streamline creative from national to local store channels