Time: February 2019 till February 2020.
Client: Bootlegger Coffee Company
Project: Custom-Built Digital Adoption Platform
Impact: Positioned Bootlegger for long-term growth by building scalable storytelling systems: doubling Instagram followers in a year, and creating guiding principles that ensured the brand’s voice and values carried through every customer touchpoint.

As a consultant, my focus was on building Bootlegger into a brand that felt as distinctive and consistent as its coffee. I developed a storytelling strategy that unified internal and external communications, while creating the content and campaigns that brought it to life.

This included establishing a clear brand voice and visual identity, producing all content (from social media to photography and design), and reinstating internal comms channels that fostered culture and connection. I brought back the beloved Barista Champs, revived the in-house newspaper, and curated events in both Johannesburg and Cape Town to strengthen the brand’s presence on the ground.

Alongside digital growth, I expanded the brand’s physical presence, hosting over 20 sold-out events across the country. Highlights included Majozi performing live in Sandton, a jazz night in Stellenbosch, and nationwide gin tastings in partnership with premium brands.

Most importantly, I positioned Bootlegger for long-term growth by building scalable storytelling systems: doubling Instagram followers in a year, creating a consistent content framework, and laying down guiding principles that ensured the brand’s voice and values carried through every channel.