Taste Polynesia
Turning an Executive Vision
Into a New Culinary Brand
With world-renowned Chef Graham Elliot serving as Executive Chef of Pounders Restaurant and Chef Felix Tai leading the culinary experience for the luau, PCC leadership envisioned a larger culinary identity that could connect the organization’s dining experiences. I was tasked with translating that vision into a brand—developing concepts, naming directions, positioning, messaging and a content strategy that could bring it to life.
The starting point
was a vision —
not a brand.
PCC leadership wanted to bring Pounders, Gateway Buffet, Alii Luau and the Snack Shacks under a more cohesive culinary story while still recognizing that each served a different part of the guest experience. The goal was to create a brand that could unify these dining experiences, celebrate Polynesian culture and showcase the incredible culinary talent within the organization.
Three concepts presented. One direction selected.
I developed three brand concepts with distinct creative directions, names and positionings. Leadership ultimately preferred the Taste Polynesia name, while wanting to preserve the welcoming, cultural invitation behind Our Polynesian Table. My role became synthesizing those preferences into one cohesive brand direction.
MY ROLE | Brand Positioning • Website Copy • Content Strategy • Cross-Functional Coordination
The live webpages have been updated since the original launch and no longer contain all of the copy developed for the initial Taste Polynesia brand.
Website & Blog
I developed the website copy and launched the initial blog with culinary storytelling, chef features and cultural content to bring the brand to life.
Social & Video
I created an Instagram strategy and YouTube programming concepts to extend the brand across social media. While these channels were not fully launched, portions of the video strategy were later incorporated into PCC’s primary channel.
Strategy doesn’t always follow a straight line.
Taste Polynesia launched as a standalone culinary brand, but the broader multi-channel ecosystem ultimately evolved. Planned social channels were not fully launched, portions of the blog strategy were incorporated into PCC’s existing Eat Polynesia content, and planned YouTube programming was adapted into a segment on PCC’s primary channel. This experience reinforced the importance of flexibility and the ability to adapt strategy as organizational priorities evolved.
Brand Development
Website Copywriting
Naming & Positioning
Stakeholder Management
Content Strategy
Project Management
Let’s Work Together
I’m always open to new opportunities, collaborations, and conversations. Whether you have a role in mind, want to discuss a potential project, or just want to connect — I’d love to hear from you.
