Create, launch, and chair Morfy Alfajores, a brand of Buenos Aires-style cookies, that’s entirely crafted by hand in Nueva York. Its name is inspired by morfar, the Argentinian slang “to devour” and is represented by an extraterrestrial character who acts as a cultural ambassador. We built Morfy Alfajores from the ground up, from naming and identity to packaging and photoshoots to social, drafting communications in English and Spanish (and a veces Spanglish) to appeal to alfajores lovers and those trying the cookies for the first time.
Results:
We sold out at five Fort Greene Farmers Markets and catered a vc event at the Ace Hotel in Manhattan.
Notes:
A shortage of cash forced us to get extra scrappy—sometimes playing the part of hand model, prop stylist (smoothing over chocolate with a utility lighter), and PR agency. I spent a semester of college in Buenos Aires, eating my fair share of alfajores.
ROLE:
Worked on naming, collaborated on building brand world and developing packaging, created social calendar and wrote posts, supported art direction of two photoshoots, and staffed farmers market booth.
