VIBRA | Colombia
VIBRA is a fully developed brand and hospitality concept I conceived, built, and successfully launched on the Colombian coast. It began with identifying a clear gap in the local market: while there was abundant street food, there was no space offering high-quality, design-led, authentically inspired Mexican fare with a strong brand identity and elevated customer experience. I stepped in to fill that void—not just with tacos, but with a story, a vibe, and a vision.
As the sole founder and creative lead, I manage every aspect of the brand. I craft VIBRA’s visual identity from scratch, blending hand-drawn signage, curated playlists, murals, menus, and spatial design to create an immersive atmosphere. The brand is cohesive, instantly recognisable, and rooted in joyful energy—both physically and digitally. I oversee all brand touchpoints, from social content to community engagement, ensuring alignment and emotional impact.
Operationally, I take a hands-on leadership role, guiding both kitchen and front-of-house teams to deliver consistent, excellent service. I establish systems, train staff, set performance standards, and keep a sharp eye on both quality control and team morale. My leadership style is collaborative but decisive—I cultivate accountability while making people feel seen and supported.
Entrepreneurially, I lead with agility. I conduct market research, analyse customer feedback, iterate quickly, and test new concepts regularly—such as rotating specials, pop-ups, and community events—to keep the brand fresh and customer-focused. I handle budgeting, sourcing, logistics, and daily operations, building a lean yet effective business model with a strong foundation in real-world insight and market responsiveness.
VIBRA is a living proof of my ability to take a concept from idea to reality—combining creative thinking, operational discipline, and brand fluency to build something that’s not just profitable, but beloved.
