Kaspa

Kaspa is a ‘ghost kitchen’ concept I helped launch in late 2022. The idea was the have commercial kitchens located in key areas throughout Sydney, Melbourne and Brisbane. Each kitchen would sell over 30 restaurant brands DELIVERY ONLY through Uber Eats.

As Head of Marketing, I was responsible to oversee the branding for Kaspa as well as it’s multitude of restaurant sub-brands. This also included organising $200k worth of custom packaging from China plus the branding of the kitchens including wallpaper, exterior signage, uniforms and staff communications.

Working closely with our in-house graphic designer Adam Trovarelli, we rolled this out the first three Sydney locations in Lidcombe, Five Dock and Neutral Bay.

Tasks:

• Manage branding of Kaspa

• Manage graphic designer branding of 20 restaurant brands

• Measure up, design and artwork wallpaper for three locations

• Design and produce exterior lightboxes and window decals

• Design and produce 400 staff uniforms

• Produce locally manufactured packaging including screenprinting pizza boxes and delivery bags

• Source and negotiate with Chinese packaging suppliers

• Production manage $200,000 worth of Chinese packaging with 2 week turnaround

• Manage digital marketing team for social media ads

• Manage in-house graphic designer

• Liase with kitchen team, operations team and CEO

• Photography for marketing and staff communications

All photos shot by me.