Ciclo Espresso

Ciclo Espresso runs two identities inside one venue: an Italian coffee bar before 3pm, and an aperitivo, tapas, and cocktail destination after. That split is the entire marketing problem — most cafés never have to convince a customer to come back for a completely different occasion the same evening.

The campaign architecture treats the two halves of the day as two separate value propositions that share one address: espresso, matcha, cruffins, and panini building the daytime audience; tapas, charcuterie, wine, and Happy Hour driving the evening one. Content, offers, and channel mix were built to match — TikTok-ready, UGC-driven content for the daytime café crowd; Happy Hour and late-night activation for the evening shift.

Two locations, Coal Harbour and The Post, meant opening-level launch work was needed twice: neighbourhood awareness, hours and menu communication, and creator visits built fresh for each address rather than copy-pasted between them.

The throughline across both is a brand that never has to explain itself twice — a guest who only knows the espresso side and a guest who only knows the aperitivo side should both recognise it as the same place.