Cincosentidos: business and brand transformation
Business Transformation from Culinary Group to a Regenerative & Local Food Ecosystem. Crystallizing a new strategic approach for a restaurant business to be around local ingredients, food systems and built experiences.
The Challenge
From vision to reality. Cincosentidos had a compelling vision but needed a clear strategic roadmap and operating framework that could unite diverse stakeholders - from chefs, cooks, producers and farmers to local communities and their existing audiences. To translate its mission into an executable venture that everyone can understand and engage with.
The Opportunity
Elevating from a collection of restaurants to a catalyst for a more resilient local food ecosystem. To build a differentiated mission-driven umbrella brand that helps align stakeholders around a shared purpose, and experiences that demonstrate the value of a seasonal, local food model.
My Role
As a strategic consultant over a two-year engagement, I led the company's repositioning and rebranding, helping define a clear strategy centered on local ingredients, regenerative food systems, and multiple stakeholder connections. Working hand-in-hand with co-founders, we aligned brand, communications, experience and service design, translating strategy into tangible outcomes. This included everything from a website and social media campaigns to public relations, to a new market and restaurant built on a circular model that is now in operation.
Discovery and primary research
Strategy and innovation facilitation
Brand strategy and communications
Brand design, creative direction
Experience and service design lead
Establishing the foundation for the marketing operations