Future Foods - City Storage Systems
Future Foods
Divisão de marcas virtuais da City Storage Systems (CSS), holding fundada por Travis Kalanick (cofundador do Uber) e controladora da CloudKitchens, Future Foods e Otter. A FF é especializada em criar marcas exclusivas para apps de delivery, que ajudam restaurantes a gerar novas receitas aproveitando a estrutura que já possuem. Cada marca nasce pronta para o digital com identidade visual, cardápio, fotografia e marketing otimizados por dados e é adaptada para performar em diferentes países e culturas.
Future Foods
Virtual Brands Division of City Storage Systems (CSS) — the holding company founded by Travis Kalanick (co-founder of Uber) and parent of CloudKitchens, Future Foods, and Otter. Future Foods specializes in creating exclusive delivery-only brands that help restaurants unlock new revenue streams by leveraging their existing kitchen infrastructure. Each brand is born digital — with its own visual identity, menu, photography, and data-driven marketing — and is adapted to perform across different countries and cultures.
My Contribution
At Future Foods, I led the creative and strategic organization for the development and management of virtual food brands across Latin America. I structured the regional brand portfolio architecture, aligning global guidelines with local execution and creating a unified system that connected brand, product, and operations. My focus was to translate an expanding creative ecosystem into a clear, scalable, and measurable framework, defining how each brand should evolve, operate, and perform.
This work established a stronger strategic foundation for growth and consistency across markets.
20+ brands launched in less than a year.
Supported the sales team with pitches, narratives, and processes to increase conversion.
Led the end-to-end development of virtual brands — from naming, visual identity, tone of voice, and packaging to photostyling, photoshoots, and activation materials.
Built strategic partnerships with major companies to develop collaborative brands aimed at expanding market penetration, awareness, and revenue.
Coordinated multidisciplinary teams to ensure consistency and speed of execution.
STRATEGIC FOUNDATION
Brand Architecture & System Design
BRAND SYSTEM & MANAGEMENT
Operationalizing Creativity
I led the design and implementation of the brand management system for Latin America, aligning creative intent with business performance. The work established two complementary frameworks, one focused on operators (B2B) and another on consumers (B2C), ensuring that brand design drove both operational efficiency and cultural differentiation. It also incorporated brand maturity models spanning perceptual, behavioral, and financial dimensions, giving teams a structured way to measure impact and guide growth decisions.
Together, these initiatives turned the system into a scalable, consistent, and data-informed model for managing creativity across markets.
BRAND CREATION SYSTEM
Scalable Framework for Virtual Brands in LATAM
I led the creative and brand development system for Latin America, overseeing the creation and launch of 20+ virtual brands across multiple markets. The goal was to implement a scalable framework that ensured consistency, differentiation, and agility in developing new concepts connecting data, creative strategy, and market intelligence into a single, integrated process.
Within this portfolio, Mazorcaos (Mazorcadas – Colombia) stood out as an example of strong cultural and local relevance , a brand developed from the ground up to capture the personality and energy of its market while remaining fully aligned with the global creative system.
Brand Photoshoot (Direction and Execution)
