Algarve, Portugal
Zaka
Everyday joy, deliberately built.
Launched a Portuguese homeware retailer with a 44-page brand strategy, market analysis, bilingual content, and full-funnel paid media across two malls in the Algarve.
The context
Zaka is a Portuguese homeware retailer founded by two of South Africa's most accomplished retail operators — leaders who had built and scaled some of the country's largest consumer brands. They came to us with a clear ambition: bring European-quality kitchen, decor, and lifestyle products to the Algarve at accessible prices, backed by sourcing relationships across Europe that gave them a real product advantage.
The challenge
Launch a new retail brand in an unfamiliar market, build local awareness fast enough to justify two store locations, and create the infrastructure for ongoing content and media — all from zero.
What we did
Brand strategy and identity.
A 44-page brand strategy rooted in zakka — the Japanese concept of finding charm and meaning in everyday objects. Name validation, positioning ("Everyday joy"), full visual system, brand guidelines, and store mockup work for entrance, payment counter, and exit. A multi-sensory brand recommendation extending into scent, sound, and tactile design.
Market analysis.
Demographic insights and customer persona development across both target locations, with social media behavioural research and competitive landscape assessment for Aqua Shopping and Ria Shopping.
Bilingual launch content.
Brand films, product photography, and campaign-ready assets across video, carousel, and single-image formats — in both English and European Portuguese.
A full-funnel Meta architecture.
TOFU brand films and video-view engagement campaigns to build first-party warm audiences, MOFU and BOFU campaigns retargeting those audiences with product-specific creative on a one-to-two-week refresh cycle.
Production infrastructure.
Branded After Effects templates for ongoing weekly specials content, designed for the team to scale execution beyond the launch period.
The outcome
Warm audiences exceeding 100,000 people. CPMs as low as €0.30 on broad and €0.89 on niche. By the Christmas season, Zaka had expanded from its launch location at Ria Shopping into Aqua Shopping — the Algarve's largest mall — now operating both stores. The brand continues to refine its product focus as the business matures.
Takeaway
“The best brand-building is a long conversation. Our job is to bring depth, honesty, and the right strategic options to the table — then build the work that makes them real.”
More work
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