Role
Social Media Strategist & Designer
Scope
Strategy, reels, design & reporting
001
Find the Pulse
Makutsu sits just a building away from Antonio@31, but carries a completely different energy. With only four tables, reservation-led dining and authentic Japanese food, it feels hidden even in the middle of Fontainhas—a small den built around ramen, yakitori, sake, soju and curiosity.
002
Build the IP
The brand did not need loud attention; it needed a character and a story. We shaped Makutsu like a younger, stranger sibling to Antonio—using stop-motion reels, recurring visual cues, food-led storytelling and small cultural details to make the place feel like something people had to discover.
003
Design the World
Makutsu’s world leaned into grunge, Japanese pop art, stickers, marks, illustrated characters and underground visual references. The content carried a darker, more secretive personality while still making the food, drinks and atmosphere feel sharp, memorable and deeply connected to the brand.
004
Run, Read, Refine
The strategy focused on maintaining mystery without losing momentum. Reels, artwork, menu updates and music-led ideas helped keep the audience engaged, while experiments like Spotify playlists and takeaway barcodes extended the brand beyond the table and into people’s everyday rituals.
