It's Not Coffee, Unless it's Maxima

As the lead strategist and builder behind Maxima Coffee Roaster, I was responsible for the complete development and execution of the brand from inception to market launch. This end-to-end role spanned vision creation, operational infrastructure, and full-spectrum marketing execution.

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I developed a distinctive brand identity rooted in quality, modern minimalism, and ethical sourcing - delivering a logo, visual system, and messaging architecture that reflected the company’s values and positioned it as a premium, trusted roaster from day one.

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The project included custom Shopify development, social and email marketing systems, product photography, and a scalable tech stack for e-commerce growth. I designed and implemented marketing automations to streamline onboarding, nurture sequences, and campaign flows - maximising retention and customer lifetime value.

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In addition to creative and technical execution, I developed the overarching go-to-market strategy, mapping out launch phases, influencer alignment, and digital ad readiness. The result was a fully realised startup ecosystem - positioned for brand equity, operational resilience, and market traction from launch.

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