Brand Strategy Projects in LisbonBrand Strategy Projects in LisbonChâteau Mocha
Luxury Pâtisserie Brand Identity & Creative Direction
Overview
Château Mocha is a luxury pâtisserie concept inspired by the quiet elegance of Parisian cafés, where timeless interiors, artisanal craftsmanship, and refined simplicity come together.
The project was developed as a complete brand universe, combining strategy, visual identity, packaging, and art direction to create a cohesive experience across every customer touchpoint.
Rather than designing individual assets, the objective was to create a brand that feels instantly recognizable, from the storefront to the packaging, product presentation, and digital imagery.
The Concept
Luxury isn't created through decoration, it's created through consistency.
Château Mocha was imagined as a modern Parisian pâtisserie that celebrates slow mornings, handcrafted pastries, and elevated everyday rituals.
Every visual decision was made to communicate warmth, sophistication, and timeless elegance while allowing the products to remain the true focal point.
What I Created:
• Brand Strategy
• Creative Direction
• Brand Identity Design
• Logo & Monogram Design
• Visual Identity System
• Packaging Design
• Product Visualization
• Art Direction
Creative Direction
The visual language balances classic French elegance with a contemporary minimal aesthetic.
A restrained palette of warm creams, rich mocha browns, and soft neutrals creates a sense of warmth and refinement. Editorial-inspired photography, understated typography, and carefully styled product imagery establish an atmosphere that feels premium without appearing excessive.
Every element, from the embossed butter monogram to the takeaway packaging and storefront applications, was designed as part of one cohesive brand experience.
Outcome
The result is a fully realized luxury brand concept that demonstrates how consistent creative direction transforms individual assets into a memorable customer experience.
Designed to feel timeless rather than trend-driven, Château Mocha showcases how branding extends beyond a logo to shape the atmosphere, perception, and emotional connection of a brand. Created and developed from concept to market. I defined the positioning, brand architecture and long-term direction, establishing it as a restrained, design-led label rather than a trend-based jewellery line.
I built the identity system from the ground up, including naming, visual language, tone of voice and product narrative. Product development spans concept design, prototyping, supplier coordination and production oversight, ensuring consistency between idea and execution.
I directed all campaign development, including shoot concepts, art direction, casting and visual rollout across digital channels. E-commerce structure, pricing strategy and launch sequencing were defined to support sustainable growth rather than rapid volume. Aether Table — Creative Direction + Brand Building
Aether Table is the Lisbon dinner series I co-host, built around intentional gatherings, storytelling, and sensory design.
I developed the brand identity, creative direction, and narrative world for the series, ensuring each edition has a cohesive theme (grounding, gather, creativity, etc.).
I handle concept development, brand voice, partnership strategy, and visual direction. Each dinner creates highly shareable content, strengthening community and partner visibility.
Skills: brand building, creative direction, copywriting, storytelling, partnerships, content strategy, event planning. 
