Pura Vida Miami
The Project
With a new Steak Bowl joining the menu, Pura Vida Miami was ready to turn a product launch into a bigger brand moment. Working with By Liv Consulting, I built the strategic foundation and campaign direction, from stakeholder discovery and category analysis to positioning, messaging, and the go-to-market plan.
Customers already loved how Pura Vida made them feel. The opportunity was to connect that feeling to the ingredients, craft, and care behind the experience, giving people more reasons to make Pura Vida part of their everyday rhythm.
THE STRATEGY
Feel Good Food
The campaign platform brought the full Pura Vida experience into focus through three messaging pillars: craveable food, chef-led standards, and elevated hospitality. Steak became a way to make that promise tangible, showing how a more substantial meal could fit naturally into the brand’s approach to wellness.
From there, we mapped how one story could show up across Florida, New York, and California, with market-specific priorities and a phased go-to-market approach. The narrative, messaging framework, and channel guidance gave the team a foundation to carry from the product launch into ongoing brand building.
Agency & Creative Direction: By Liv Consulting
Photography & Production: Pura Vida Miami team and Cristian Gonzalez