Jesuina Januario

Mockup Concepts

Social-first ideas presented like drops—tight strategy, strong insight, and a clear creative idea.

Expresso Atlas

Social media & pop-up concept

Problem

Italian coffee machines carry heritage, but to younger buyers, they risk feeling like luxury furniture. Millennials and Gen Z are purchasing more machines for their homes, but how do you push awareness of their timeless quality to an audience that may not even know the brand?

Insight

Gen Z and Millennials don’t only buy coffee, they buy culture that they can share with others. Global heritage only matters when expressed through local flavours and identity.

Idea

Expresso Atlas reframes the machine as a passport of taste. Each city becomes a flavour map: Lisbon, Berlin, Milan, pairing espresso with neighbourhood-specific pastries and a social system of bold Reels/carousels asking: “What does your neighbourhood taste like?”

The machine serves as a cultural translator between Italian craftsmanship and contemporary homes.

Expresso Atlas — round bar Lisbon pop-up visual

Expresso Atlas — hero machine as sculpture

Expresso Atlas — surreal levitation statement