Monthly Archives: January 2015

Preparing to launch brünch – when London meets Berlin for brunch

Wow! Time has gone by so quickly now! It is already almost February – LAUNCHING brünch is imminent! I am pretty nervous I must admit but so excited!! 😉 I have been super busy preparing everything in the run up to my first test runs on the 8th and 9th of February! There is a lot to think of but I am truly loving it. Organising, tasting and sourcing food, networking and meeting new people, discovering new venues, and and and…it feels nice to make my ideas reality! I thought I share with you what how I went about it.

On my to-do list were:

Menu design & testing
Pop Up venue search
Legal stuff
Marketing Material

Menu design & testing

It took me at least two months to find a chef who shared my vision for Brünch. Carine from Inspiring Chefs put me in touch with Kirsty who also runs her own events catering business Eclectic Catering and who was a contestant of the Chanel 4 series The TasteKirsty and I got on straight away. We were both passionate about what we do and she loved my Berlin brunch idea and ethos. We met after our first meeting and we were full of ideas. One day, we started cooking and experimenting in her home kitchen. We are now meeting almost once a week to refine our ideas, think of presentation and where to source our ingredients from. With every pop up we are changing some of our suppliers to make each event unique. This will keep us and you on our toes! 🙂 I hope you will like what we come up with!

Pop Up Venue Search

In the beginning I was not quite sure how to get get the ball rolling. So I reached out to my foodie network. It did not take long until I was referred to Dan from London Pop Ups, who was super helpful and sent me lots of suggestions of what venues to contact. I also spoke to Jess and Liv from the GrubClub and the team at We are Pop Up and all were extremely helpful and friendly. Design my Night also showed interest and suddenly I had a good base to work with, which was very comforting.
From all the feedback I got, I prepared myself a list of venues that I wanted to visit. Since then I have been touring across London to meet with each and every one of them and oh my god! There is a real mix of stunning venues out there. It is very exciting to be working within different settings. I love the idea of collaborating and working together with different venues to make each event different from one another. Sometimes I just  walk into places that I like and turns out many are actually open for discussion straight away!
Here some impressions to get you excited! 😉

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Legal stuff

I think I am bored already…As Geoff at Caithness & Co (experienced with pop up insurances) said in one of his first sentence to me ‘the world of insurance is really not exciting at all and I will not bore you with all the details and keep it short,…’ loved it! Thanks Geoff for keeping it short and not giving me the full blown sales pitch! So in terms of legal stuff there were a few things that I had to get done asap. I had to get my Food Hygiene Training Level 2 Certificate in order to be allowed to prepare and sell food. I also had to get my Personal Licence training in order to be allowed to serve you boozy brünches. 🙂 Additionally, I had to get my head around what insurances I needed. As I said, Geoff was an absolute star and he explained everything to me and sorted it all out within a day. RESULT!

Let’s move on to something a bit more fun – Decoration!

What is the look and feel of brünch going to be? I wanted brünch to remind a bit of Berlin. For me Berlin design is somewhat raw and rustic but warm and homely at the same time. It is about creativity, fun and a edginess (is that a word? computer says yes!). I wanted to create something that you all will recognise and associate with brünch regardless of the venue. I had some cool ideas and I walked around markets, visited antique and vintage shops and I approached some maker friends of mine if they could help. I eventually got in touch with the REmakery, who I knew through my work at the Lambeth Food Partnership and Transition Town Brixon!  I absolutely love what they are doing and in return of some volunteering time, I was able to host a Makersday at their facilities. Some drinks, nibbles, music and a full day of DIY to build some of the decoration ideas I had in mind.

Curious? Come and see for yourself!


Last but not least Marketing Material

As time was running and the situation with my logo designer turned sour (don’t ask me!), I decided to design my website myself. I worked on it for about a month and changed the design of it almost weekly until I was finally happy. I really enjoyed playing around with it but I was so nervous to hit the ‘publish’ button. Was the content ok? Did I say what I wanted to say? Did it look alright?…My friends were amazing and looked at every version to give me feedback and here it is – published this morning! 🙂

The lovely pictures of my food on my website have been taken by Bill! Bill was an amazing help in the last phases of the branding process. Turns out he is not only a great bread baker, he also knows his way around websites, marketing and he is a fantastic photographer with a passion for food. One Sunday, I cooked and he took pictures. My food never looked so good!!

18.1.15 (2 of 17) 18.1.15 (9 of 17)







If you want to get in touch with Bill regarding some photo shoots for your business, cook book or event, write an email to

Check it out! 🙂 Ah yes, brünch is also on Twitter now @bruench_popup



Brünch is born!

As my all-day brunch concept and ideas progressed, I felt that the name BreadBox was not the right fit anymore. My idea had evolved so much over the past few months that I needed a new name.

After lots of sleepless night and brainstorming with friends and family over many glasses of wine I finally shortlisted a few options:

  • German Bird (kinda funny and I liked the associations with a free bird)
  • Eggcellent (bit cheesy?)
  • Brotzeit (English: Bread Time)
  • Kater (German for hangover but also refers to the male cat (hmpf!))
  • Morning Glory (cheeky!)
  • Brünch (German Umlaut and self-explanatory)

I put my ideas out for a vote. I walked around with pen and paper and I asked family, friends and strangers. It was quite interesting as opinions varied so so much. My German friends liked completely different things than my English-speaking friends. Pronunciation was always going to be a challenge as I wanted the new name to include a German element. The response to my survey was really really good. People liked my idea and they got quite excited about the name finding thing. Thanks god for that because I could not think straight anymore. I could not hear anymore whether it sounded good or bad. I had looked at it all way too much at that stage.  So after one month of back and forth, thinking and over thinking, I collected one last opinion from Andy, owner at Brixton East (my favourite venue of all!). And my friend Jamie was right. I had to make a decision and just go for it!

So I finally made up my mind…

Brünch was born!

I am feeling a sense of relief and satisfaction writing this. I love the name Brünch. This was the beginning of something amazing! For those of you who wonder what Brünch means – it is a made-up word deriving from the word ‘brunch’ (yes this was easy!). The Umlaut is giving it a German spin. You will often see me write Germany, when we cannot use ‘ü’ (on many occasions the Umlaut is not recognised) we spell it with ‘ue’. The Germanä’ for example would be spelled ‘ae’ and ‘ö’ would be ‘oe’ and so forth. There you go, a bit of grammar lesson right there. hehe

Now then! It was time to re-brand BreadBox! The next step was thinking of the branding – a new logo that was able to convey a clear message to all of you. I wanted Brünch to develop its own personality and not just be a weird looking name.

This time, I asked around my FB network if anyone knew of a professional designer who could help me. Turns out the boyfriend of a friend I studied with at University is having some spare time at the moment and was interested in helping me. Sweet!

Marcus, who is based in Brussels, agreed to work with me together on this. We had many Skype sessions in the last three months – brainstorming, discussing ideas and designing.

The whole design process was definitely a huge learning curve for me. Firstly, it is bloody expensive to get a professional to help you and although I got a massive discount it is not cheap! But after all, the brand is super important and I wanted that the logo tells its own story and has its own personality. Secondly, making design decisions and knowing what I wanted was super tough! I don’t want to blame it on the ‘women don’t know what they want’ thing’ but at times I was wondering why this all took so long. Sometimes his ideas and mine just did not match! In between I was getting slightly nervous about timings and I thought we will never get there. But Marcus and other designer friends of mine re-assured me that this is normal and can take time. I was relieved but still it took sooo long! As you can tell, patience is not one of my strengths. Well, this was definitely a good practice for me.

So after a lot of hard work, occasional arguments and long skype sessions we came up with a few logo design proposals:

u0-neu-d1-54c93c2afb8f4164ad6dbbcb7787cbb5^pimgpsh_fullsize_distr F B u0-neu-d2-27a48e3446244e83989a052d4ecd47fe^pimgpsh_fullsize_distr E D

This time, I started an online survey and I asked friends and family to tell me what they thought of each of them. The response was great! 65 people participated – thank you all for sending me your comments! 🙂

My personal favourite were the simple fonts with strong icons, so basically the last three versions (but I did not like the Brezel..too stereotype!). Luckily I had the majority vote on my side. But it needed more touching up. It was not quite there yet.

So then there was Christmas and then there was NYE and Marcus was on holidays. Ahhhhh more waiting!!!!

When he finally got back we spent another week of trying out a few things here and there and then we were done!!!  We came up with a logo for Brünch!! YAY!!!! 🙂

Here it is! Fresh out of the press!


The next step is the website…stay up to date and follow Brünch on Twitter and Facebook.

A big thanks to all of you who have sat there with me over many glasses of wine discussing names and logo designs with me. Very grateful for all your suport! xx

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