From dessert café to all-day brunch destination

When I joined Dirty Coco, it was known primarily for desserts. I saw an opportunity to build on its distinctive personality and give people more reasons to visit throughout the day. As Head of Marketing, I developed and launched the all-day brunch concept and continue to lead how the brand evolves; from its offer and positioning to the campaigns and details customers experience.

My contribution

• Brand direction: Shaped the move beyond desserts, defining how the expanded offer would fit Dirty Coco’s identity and speak to a broader audience.

• Product and menus: Developed new menu and product concepts, working through naming, presentation, launches and the customer-facing menu.

• Creative production: Set the direction for campaigns and personally created photography, styling, video, graphic design and copy.

• Marketing and social media: Led channel strategy and ongoing content, alongside website communication and SEO.

• Collaborations and launches: Planned promotions, events, launches and influencer partnerships, including a co-branded menu with a creator from Netflix's Love Is Blind Sweden.

• In-store experience: Carried the brand through menus, screens, signage and other material customers encounter in the café.

The impact

Dirty Coco grew beyond its dessert-led identity into an all-day brunch destination, with a fuller offer and one consistent look across the café and its digital channels. Social media became one of the brand's strongest channels, building an engaged community and producing Reels that reach far beyond its own following. Campaigns and creator collaborations turned that attention into footfall and in-store sales, giving guests more reasons to discover the brand and come back.