Fred Dex
Writer | Storyteller | Researcher | Hospitality | Wine Lover
New to Contra
Fred is ready for their next project!
I created Garbage Sandwich for fun, built around one gloriously messy idea: all your guilty pleasures, trashed into one sandwich. Crispy potatoes, mac salad, melted cheese, savory meat sauce, and secret sauces piled onto a bun. Grab extra napkins.
The concept pairs stacked sandwiches with fizzy drinks, playful house mocktails, and a short beer list. I developed the brand voice, menu direction, and visual identity to capture that same energy: bold, mischievous, and serious about making a damn good sandwich.
An independent restaurant concept showcasing my hospitality experience, brand storytelling, and creative copywriting. The best ingredients trashed onto a bun!
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WINE MIND — Wine Science & Educational Writing
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Juiceman Consulting — Hospitality, Wine, Events & Brand Storytelling
Juiceman Consulting is my independent hospitality and wine consultancy, built from decades of restaurant, beverage, education and public-speaking experience. I’ve helped open 36 restaurants and worked with international wine regions, hospitality teams, private clients and consumers. My work combines research, storytelling, education and live communication to make complex subjects accurate, accessible and memorable.
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DexScripts — Screenwriting & Story Development
Original feature films and series developed from concept through research, character, world-building, structure, synopsis and presentation.
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