The gap˙most brands ignore
That’s where I work˙
Sandeep Sura / Creative DirectorSelected Clients˙
Plus 25 years across DDB, Ogilvy & BBDO, with accounts including Unilever, Coca-Cola, EABL, Britam & Kenya Tourism Board.
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A strategic pivot for a beverage challenger brand.
The situation:
Jumping Monk had a product, packaging, and presence, but the brand was trying to be everywhere at once. Multiple audiences, multiple occasions, multiple messages. The team knew growth wasn't matching the effort.
The work:
A workshop that audited twelve functions of the business before making any creative recommendations. The conclusion: One area. One product. One occasion. One message. One 90-day cycle to test it before scaling.
The creative work:
A visual system, voice, a simple ritual and content direction, followed the strategic call.
What it produced:
A repositioned challenger brand with a tight first-win zone and a 90-day operating rhythm. The team moved from spreading thin to building density in a single Nairobi neighbourhood before expanding.
Partners on the work:
Founders, distribution lead, production specialist.
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A unified brand for seven coffee-producing counties.
The situation:
Seven coffee-producing counties. Seven origin stories. No shared way to present Kenyan coffee on global markets. The country was being sold as a commodity; region by region, cooperative by cooperative; when the opportunity was to present as one origin with seven characters.
The work:
Field visits across the seven counties. Interviews and workshops with cooperatives and county marketing teams. A brand framework that gave each county its own identity inside a shared visual and verbal system. Architecture that had to work on a single 60kg bag of green coffee and on a global trade exhibition stand.
What it produced:
A unified Kenyan coffee identity used by seven counties to access international buyers. Currently being rolled out across cooperatives, county marketing materials, and global trade events.
Partners on the work:
Kenya Coffee Board, Government of Kenya, AICS (Italian Agency for Development Cooperation), ISA, E4Impact, county-level cooperatives.
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Repositioning the Stewsday line inside NatureLock's broader business.
The situation:
Stewsday; NatureLock's ready-meal range, had a product that worked but a story that didn't. Inside the parent business, it didn't have clear positioning or a defined value proposition. Target audiences kept shifting; messaging stayed inconsistent.
The work:
A category audit followed by a two-day USP refinement session with NatureLock's CEO, internal teams, and product team. The output was a sharper brand promise, a cleaner positioning, and a messaging framework specific to Stewsday that aligned with NatureLock's broader architecture.
What it produced:
A clearer, ownable position for Stewsday that gave the design and packaging team a clear brief, and gave the business confidence to commit to a specific audience and occasion.
Partners on the work:
NatureLock CEO, internal teams, product designer, business consultants.
Here is how the work moves:
Truth˙ Tension˙ Traction˙
Read the business. Find what's in the way. Close the gap.
The Read˙
$1,200
2 week engagement
What's involved:
✔ Deep dive into your business
✔ Meet & compare notes
✔ 3 hour facilitated session
✔ Summary & direction
✔ 1 session to walk it through
Online or in person.
