WHAT I BUILT
Moni & Ash was a charcuterie and grazing-table brand in San Diego that I co-founded with my friend Moni. I built the brand and wrote every word of it.
The name, the logo and colors, and the promise: "We plan, you party!" The website, business cards, postcards and table signs. Every post, reel, carousel and ad. And every client form, built in Dubsado and personalized for each client before it went out.
On event day, Moni and I shopped, chopped and built the boards together, on site at clients' homes and venues.
Once we started getting traction, I redesigned the logo and colors to make the brand stronger. The reveal went out as a reel.
"New look, who dis?
The logo redesign, announced the way the brand talked.
THE CHALLENGE
Charcuterie was everywhere. Every feed showed the same board, and anyone could pick one up at the grocery store. Being good wasn't enough.
So I decided what we were really up against. Not other caterers. The flowers and balloons a host buys to make a room feel like an occasion.
Our line said it: "An extravagant, show-stopping centerpiece for your next party that tastes even better!"
HOW I MARKETED IT
Three steps, built so the brand kept selling after we packed up.
Approach: Logo signs in the boards, labeled cheeses and dips, and cards and a QR code by the food.
Why it worked: Every party put the brand in front of a room full of future hosts. One client asked us to bring cards so her guests could book us for their own events.
Approach: Custom Dubsado forms that clients filled in on their computer: the occasion, the guest count, the vibe, any dietary needs. Sizes by guest count, with names people remembered, from the Baby Board to the Papa Grande. Before we built anything, I pulled together an idea board and walked the client through it.
Why it worked: The host picked a number and a feeling. We handled the rest, and the table they got was the one they'd already pictured.
Approach: After every event, a Dubsado feedback form asked what they loved, what we should change, whether they'd refer us, and for their photos.
Why it worked: Their answers shaped the next board, and their words and photos became our marketing.
Put the brand on the table
Make yes easy
Ask every client what to fix
"Have you planned your end of summer party yet?"
WHAT IT DID
Booked for:
Weddings and engagement parties, charity events, a book signing, an art show soirée, a jewelry show, a golf group, graduations, baby showers, milestone birthdays, bachelorettes and holiday parties.
What clients said:
"The charcuterie board will MAKE your party or event!" Shannon, mindfulness coach
"It's an experience!" Kate, author
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