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FIREUP Cookware | Fractional CMO
FIREUP is an innovative cast-iron cookware brand founded by an Oxford-trained rocket scientist and a traditional cookware manufacturer. Its patented fin technology distributes heat across the base and sides of the pan for faster, more even cooking.
As Fractional CMO, I am working with the founder to define the brand’s positioning, establish core value system. I also lead strategic marketing initiatives and stakeholder profiling that will translate their innovation into a distinctive brand proposition and a clear growth roadmap.
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Most cafés are designed for people who want to be seen. I wanted to design one for people who’ve spent years not being seen.
Parents aged 38-52, with kids now grown, spent a decade making everyone else feel looked after. Nobody’s doing that for them anymore.
So the strategy behind Before started with one question: what would it feel like to be taken care of again?
The answer shaped every decision:
→ No clocks. The hourglass became the mark, a reminder that this is time that doesn’t need tracking.
→ Calm palette. Deliberately away from loud café energy and spa-café clichés.
→ A wall of memory and a note on every cup. Small rituals that bring the person back into focus.
Before anyone else, take care of yourself. That’s the whole brand.
Case study below 👇
https://contra.com/p/ZOcEeMYB-before-or-cafe-designed-for-parents?r=hoorain_arshad_h4kb4ubz
#BrandStrategy #BrandIdentity #Branding #CaseStudy
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