I orchestrated the launch plan for Backstory, helping the team narrow down their target audience and define how the brand could truly stand out, by being story-driven rather than follower-driven. 

From day one, the focus was on building something that felt authentic and approachable, with an emphasis on organic growth over influencer-heavy or celebrity-led shoutouts. The idea was simple, let genuine experiences and conversations do the talking. 

We introduced initiatives like the Community Table, designed to bring people together and spark meaningful conversations over coffee. To deepen that sense of connection, we also rolled out coffee workshops, inviting people to learn, interact, and form their own stories with the brand. 

And to add a touch of personality, we used chalkboards across the space, allowing for daily updates, doodles, and messages that made the café feel more alive and personal. 

The end result? A space that resonated deeply with both Gen Z and Millennials, blending warmth, community, and storytelling, one cup at a time.