Case study · Kings Cart Coffee
Building a marketing function for three F&B brands
Brand, growth, and activation — one continuous body of work.
The situation. When Zak joined Kings Cart Coffee, its three F&B brands each lacked a clear identity and a consistent presence online or in person. His job was to build that out, brand by brand, then grow it.
Brand. He built distinct brand positioning and tone of voice for each of the three brands, then applied it consistently across menus, social content, packaging, in-store collateral, and campaign material — including the seasonal product photography and collectible trading card concept below.
Growth. With each brand's identity in place, he ran a platform-native content strategy across Instagram and TikTok that grew the combined following 100% (2K → 4K), and independently led the migration of the e-commerce storefront from Wix to Shopify — handling UX setup, front-end build, and go-live himself.
Activation. A brand's strongest moments happen in person. He delivered end-to-end activations at Singapore Coffee Week and Hyrox — concept, collateral production, supplier coordination, and on-site execution, including the content reels below — while also managing KOL partnerships and a customer loyalty programme to extend reach beyond owned channels.