{"product_id":"fresa-desserts","title":"Fresa Desserts","description":"\u003ch3 dir=\"auto\" class=\"PDq2pG_selectionAnchorContainer\"\u003eFresa by Lirios\u003cspan class=\"PDq2pG_selectionAnchor\"\u003e\u003c\/span\u003e\n\u003c\/h3\u003e\n\u003cp dir=\"auto\"\u003eFresa was developed as a standalone consumer brand to take the experience and expertise I had built through Lirios into a broader and more accessible market. I was responsible for developing the brand from the ground up, from the identity and product offering through to costing, pricing, sourcing and the commercial model. A key part of the project was designing an operating structure that could keep costs and complexity low while still creating a strong and distinctive customer experience.\u003c\/p\u003e\n\u003cp dir=\"auto\"\u003e\u003cstrong\u003eMy Role\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp dir=\"auto\"\u003e\u003cstrong\u003eBrand Strategy \u0026amp; Identity\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eIdentified the market opportunity and developed the concept and positioning for Fresa as a standalone consumer brand.\u003c\/li\u003e\n\u003cli\u003eDeveloped the brand strategy, customer proposition and go-to-market direction.\u003c\/li\u003e\n\u003cli\u003eCreated the complete visual identity, establishing the brand's visual language and customer-facing personality.\u003c\/li\u003e\n\u003cli\u003eDeveloped the physical brand experience to ensure the identity translated consistently across the customer journey.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp dir=\"auto\"\u003e\u003cstrong\u003eProduct Development, Sourcing \u0026amp; Pricing\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eDeveloped the initial product offering and coordinated sourcing of the required ingredients and materials.\u003c\/li\u003e\n\u003cli\u003eWorked with suppliers to establish product quality, availability and cost requirements.\u003c\/li\u003e\n\u003cli\u003eDeveloped detailed product costing to understand the true cost of each offering and establish commercially viable pricing.\u003c\/li\u003e\n\u003cli\u003eDeveloped the pricing structure to balance accessibility for the customer with sustainable margins for the business.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp dir=\"auto\"\u003e\u003cstrong\u003eLean Operating Model\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eDesigned the business around a \u003cstrong\u003esmall-format kiosk model\u003c\/strong\u003e rather than a traditional standalone retail space, deliberately keeping fixed costs and operational complexity low.\u003c\/li\u003e\n\u003cli\u003eDeveloped a \u003cstrong\u003eself-service counter within an established club\u003c\/strong\u003e, allowing Fresa to benefit from existing foot traffic without taking on the cost of operating a larger dedicated retail location.\u003c\/li\u003e\n\u003cli\u003eStructured the model so that the reduced overhead could support more accessible pricing while maintaining the quality and presentation expected from the brand.\u003c\/li\u003e\n\u003cli\u003eDesigned the customer experience around the compact format, ensuring the space remained functional, efficient and consistent with the brand identity.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp dir=\"auto\"\u003e\u003cstrong\u003eCommercial Development \u0026amp; Customer Acquisition\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eDeveloped the go-to-market strategy and identified opportunities to introduce Fresa to high-traffic consumer environments.\u003c\/li\u003e\n\u003cli\u003eUsed commercial events as an additional sales and customer-acquisition channel, adapting the brand and operation to perform effectively in event environments.\u003c\/li\u003e\n\u003cli\u003eDeveloped the brand's social and UGC presence to build awareness and encourage organic customer-generated content.\u003c\/li\u003e\n\u003cli\u003eFresa generated \u003cstrong\u003e1M+ views through UGC within 12 months\u003c\/strong\u003e and became the \u003cstrong\u003ehighest and fastest-selling vendor at commercial events\u003c\/strong\u003e.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp dir=\"auto\"\u003e\u003cstrong\u003eThe result was a consumer brand built around a deliberately lean commercial model — combining a distinctive identity, carefully developed products and accessible pricing with a low-complexity operating structure. Fresa became a first-to-market concept in its category while generating significant organic visibility and strong performance across commercial events.\u003c\/strong\u003e\u003c\/p\u003e","brand":"Lilian's Portfolio","offers":[{"title":"Default Title","offer_id":48228623188126,"sku":null,"price":0.0,"currency_code":"LBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0791\/8121\/7950\/files\/2.png?v=1789744479","url":"https:\/\/lilianjarmakani.com\/products\/fresa-desserts","provider":"Lilian's Portfolio","version":"1.0","type":"link"}