Project Purpose & Objectives
The purpose of this project was to design and execute a launch strategy for Kanola, a food brand built around community, experience, and product quality. This is the first location being built in Provo, Utah, therefore the objective was to generate early brand awareness, create a memorable first impression, and establish Kanola as a connection-driven food experience rather than just another restaurant location.
To achieve this, the strategy focused on:
- A highly curated influencer night designed to create conversation and content.
- A planned opening-day activation that introduced Kanola’s brand story to local guests.
- A social content system that extended reach beyond the physical event.
- A simple measurement framework to learn what resonates and refine future campaigns.
The goal was not volume immediately, but meaningful early traction driven by community connection and third-party endorsement.
The Project: Work Produced
The project included a full launch plan with:
- brand story and messaging ideas
- influencer night concept
- opening-day outline
- sample content calendar
- invitation design and outreach message
- simple follow-up campaign ideas
- a basic metrics dashboard
- timeline and milestones
- draft visuals and layouts
The focus was to create a launch that felt personal, and helping people really connect with Kanola and their values.
Challenges Encountered
There were a few challenges during the project:
Keeping the experience simple-
It’s easy to add more ideas, especially with events, but the real challenge was keeping the plan easy to execute while still making it feel special.
Picking the right influencers-
The project needed people who are local, trusted, and fit the brand style. Finding the right mix of reach and authenticity took more thought than expected, and a lot of research on finding the right people.
Deciding what to measure-
A lot can be tracked, but I learned that not all of it matters. The challenge was choosing what was relevant and what needed to be measured to improve future openings.
Time management-
There were many ideas, but limited time. Not everything could fit into the first version of the launch, which meant choosing what would create the biggest impact right away.
Project Processes
The project followed a simple process that could be repeated for future campaigns:
1. Discovery
Learn about Kanola’s story, who they want to serve, and what makes their brand different. Did lots of research and identified competitors to best separate Kanola.
2. Creative Direction
Developed the main idea for the brand experience and how it should feel. Created a short brand narrative that focuses on connection through food.
3. Experience Design
Planned the flow of the influencer night and opening day, including invitations, timing, moments to highlight, ideas on what to include, and where content would naturally happen.
4. Content Planning
Created a small content calendar with ideas for photos, captions, and post timing. Also planned what social media platforms looked like leading up to both events to create awareness. The goal was to make it easy for Kanola to share what the event created and why people should come check it out.
Measurement
Built a basic success outline that includes:
- reach and engagement
- photos and content shared
- feedback from guests
- positive comments or referrals
Overview of the Experience
This project gave experience in planning a real launch, not just a theoretical one. It combined brand thinking, event planning, and social media into a single plan. It was interesting to see how a brand can be introduced in so many different ways. Including influencers, marketing, and the public.
The most interesting part was seeing how small details could create the most excitement, things like the invite, how the food is served, and how people are greeted can make a huge impact. I loved being able to research what works best and how we can use that to create the best message for the brand. It made the project feel meaningful and like this could make a really big impact.
Insights & Takeaways
Here are a few things I learned from the project:
1. Experiences spread faster than ads
People share moments, not marketing messages. A simple event with the right people is more effective than a paid campaign with no story.
2. Influencers need to be selected thoughtfully
The best influencers are community voices, not just people with big followings. Their posts feel more natural and trustworthy.
3. Simple data is best at the start
It’s better to track a few useful signals than try to measure everything. Early data helps guide the next step without slowing you down.
4. Emotion creates connection
People remember how a place made them feel, not just what they ate. That feeling can become loyalty.
5. Focus creates momentum
Choosing a small, focused plan made it easier to execute and easier to learn from. Trying everything at once usually creates noise, not results
Conclusion
The launch plan for Kanola created a clear, simple strategy that is realistic for a new local brand. It provides a repeatable model that combines experience, content, and community that will really benefit Kanola in this new location. The work built a strong foundation for Kanola’s future campaigns and showed how a food brand can grow through meaningful experiences with real people.
Examples of Work:
Video