Mandate
Prepare the brand’s first national opening with a complete launch system: from product and menu readiness to team training, service flow, visual content, social communication, and opening momentum.
Hospitality Launch / Franchise Development / Creative Direction
Fuwa Fuwa
- Year
- 2024–2025
- Client
- Fuwa Fuwa
- Format
- Franchise opening / hospitality launch
- Scope
- R&D support, recipe creation, menu development, recruitment support, kitchen training, service training, procurement setup, process creation and training, launch campaign, content creation, Instagram community management, influence management, marketing, and grand opening support
- Focus
- Hospitality development, operational readiness, creative direction, and social-first launch execution
A 360° hospitality launch for the first national opening of Fuwa Fuwa, an international soufflé pancake and dessert café franchise, bringing together operational preparation, menu development, training, content, campaign direction, and launch communication.
Campaign film
Launch reel
Video and art direction by Anbari Group.
Challenge
An international dessert franchise arrives with a defined product promise, but a first local opening needs more than recognition. It needs operational translation, team readiness, market-facing clarity, and a launch language that can make the experience feel immediate, desirable, and repeatable.
Direction
The work connected hospitality operations with creative execution. Product development, menu structuring, procurement setup, recruitment support, kitchen training, service training, process creation and training, launch campaign assets, photography, video art direction, Instagram community management, and influence management were treated as one launch ecosystem.
Selected campaign sequence
A soft café world only works when the operation beneath it is disciplined.
System thinking
The project was shaped around a simple requirement: every public moment had to be supported by a real operational layer. The softness of the visual world, the precision of the kitchen, the rhythm of service, and the social energy of the launch all had to move in the same direction.
Launch system
A 360° hospitality launch across operations and communication: R&D support, recipe creation, menu development, recruitment support, procurement setup, process creation and training, kitchen training, service training, launch campaign development, marketing rollout, and grand opening support.
Product language
The product world centered on Japanese-style soufflé pancakes and dessert café storytelling, balancing appetite appeal, clean plate composition, and premium visual restraint across stills and short-form media.
Campaign assets
Campaign posts and launch content were shaped for social-first communication with disciplined typography, soft color atmospheres, and repeatable launch messaging for Instagram community management and influence management.
A soft world, built with discipline
The visual direction emphasized lightness, texture, softness, and appetite appeal without losing discipline. Product photography, campaign posts, short-form video, and social assets were built to make the experience instantly readable while preserving a premium café feeling.
Outcome
The result was a complete first-opening support system for Fuwa Fuwa: a prepared team, structured service and kitchen processes, developed menu and recipe work, launch-ready content, campaign communication, and a public-facing social presence built for opening momentum.
Credit note
Video and art direction by Anbari Group.
Curatorial note
Only public-safe material will be published in this case study.