Fresa Desserts

Fresa by Lirios

Fresa 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.

My Role

Brand Strategy & Identity

• Identified the market opportunity and developed the concept and positioning for Fresa as a standalone consumer brand.
• Developed the brand strategy, customer proposition and go-to-market direction.
• Created the complete visual identity, establishing the brand's visual language and customer-facing personality.
• Developed the physical brand experience to ensure the identity translated consistently across the customer journey.

Product Development, Sourcing & Pricing

• Developed the initial product offering and coordinated sourcing of the required ingredients and materials.
• Worked with suppliers to establish product quality, availability and cost requirements.
• Developed detailed product costing to understand the true cost of each offering and establish commercially viable pricing.
• Developed the pricing structure to balance accessibility for the customer with sustainable margins for the business.

Lean Operating Model

• Designed the business around a small-format kiosk model rather than a traditional standalone retail space, deliberately keeping fixed costs and operational complexity low.
• Developed a self-service counter within an established club, allowing Fresa to benefit from existing foot traffic without taking on the cost of operating a larger dedicated retail location.
• Structured the model so that the reduced overhead could support more accessible pricing while maintaining the quality and presentation expected from the brand.
• Designed the customer experience around the compact format, ensuring the space remained functional, efficient and consistent with the brand identity.

Commercial Development & Customer Acquisition

• Developed the go-to-market strategy and identified opportunities to introduce Fresa to high-traffic consumer environments.
• Used commercial events as an additional sales and customer-acquisition channel, adapting the brand and operation to perform effectively in event environments.
• Developed the brand's social and UGC presence to build awareness and encourage organic customer-generated content.
• Fresa generated 1M+ views through UGC within 12 months and became the highest and fastest-selling vendor at commercial events.

The 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.