EXPERIENTIAL BRAND CAMPAIGN
2025
OVERVIEW
Your Everyday Getaway
Queso Mahalo: The Sip & Social Launch Series is a self-initiated, experiential brand campaign built entirely from the ground up. The project — complete with a brand identity, full menu, launch event plan, social activations, and reporting framework — blends creativity and strategy with modern AI tools like SORA, Notion, and Perplexity to bring both concepts and visual assets to life. It’s a cohesive brand ecosystem that reflects how my curious, collaborative, and craft-driven approach to marketing can turn ideas into memorable stories and experiences
Snack, Sip, & Stay A While
ORIGIN
Where It All Began
Created by two friends who believe the best moments are shared, Queso Mahalo was born out of a love for good food and genuine connection. Rooted in San Diego’s coastal community and guided by flavor, it’s a bright, lively, and welcoming space that celebrates the simple joys of life. Learn more about how the brand comes to life through its look and personality below.
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“Bringing the community together through vibrant flavors, coastal comfort, and good company.”
MISSION
“To be the go-to coastal hangout where every visit feels like a getaway“
VISION
Casual by nature, carefree by spirit – everyday meals turned into moments worth remembering.
VALUE
· CHEERFUL · CAREFREE · COASTAL · CONFIDENT · CHEEKY · COMFORTING · COLORFUL ·
· CHEERFUL · CAREFREE · COASTAL · CONFIDENT · CHEEKY · COMFORTING · COLORFUL ·
PERSONA 1
Social Snacker Siena
PERSONA 2
Laid-Back Luis
PRE LAUNCH
Building Anticipation
Leading up to the April opening, Queso Mahalo will start building early buzz and familiarity through social media and targeted outreach. Two months prior, teaser content will roll out across social channels to showcase our brand’s visual identity and summer-forward vibe. Influencers and media across San Diego, Los Angeles, Phoenix, and Las Vegas will receive branded PR boxes inviting them to the Sip & Social launch. Local promotions will run through print media. Lastly, we'll host a food truck pop-up at Horton Plaza Park to offer an early taste of the food and energy to come.
THE LAUNCH
Sip & Social Launch Series
Sip & Social is a coastal celebration of flavor, music, and community that marks the official grand opening of Queso Mahalo. A live DJ, tropical bar cart, surf-style photo booth, and branded giveaways will turn the space into a lively social experience. Guests will be fully immersed in the brand’s carefree, communal spirit through tropical cocktails and signature dishes, while interactive QR sign-ins and on-site surveys will help capture insights for future activations. Local media, influencers, and new supporters will join the festivities, helping spread buzz across San Diego’s food and lifestyle scene. The event will also launch Queso Mahalo’s CSR partnership supporting local ocean cleanups, setting the tone for a brand that pairs good vibes with good deeds.
Introduce the brand’s casual, colorful, & communal culture
OBJECTIVE 1
Attract press & influencers across regional markets
OBJECTIVE 2
Collect customer data, insights, & feedback
OBJECTIVE 3
Foster engagement through immersive experiences
OBJECTIVE 4
LOOKING AHEAD
Expanding the Mahalo Spirit
Following the grand opening, Queso Mahalo will measure success through KPIs including event attendance, social impressions, influencer coverage, and earned press features. Beyond these goals, the brand will sustain its momentum through ongoing social engagement and community driven activations that strengthen loyalty and keep its cheerful, coastal lifestyle top of mind. As Queso Mahalo grows, it will continue investing in community events, CSR partnerships, and digital experiences that keep the spirit of connection alive all year long. With future plans to expand pop-ups to coastal cities like Austin, Los Angeles, and Phoenix and develop a mobile app for loyalty rewards, Queso Mahalo will never stop finding new ways to blend flavor, community, and creativity into everyday life.
