The Seasoned Path
Venture: The Seasoned Path (Co-Founder)
Role: Brand + Experience Lead
Duration: March 2025 – Present
Team: 2 Co-Founders · Food Collaborators · Event Partners
What I Lead:
Brand Strategy · Community Engagement · Visual Storytelling · Event Design · Vendor & Partner Management · Social Media
Wins:
➤ Sold out the inaugural event to 30 guests
➤ Featured in Handpicked Berlin, Berlin Events Weekly, and That’s My Berlin
➤ Built an organically grown supper club with zero ad spend and high guest return interest
Why It Matters:
The Seasoned Path is a testament to how clarity of purpose and emotional resonance can drive organic growth. We didn’t have a massive audience or budget: just a clear vision, strong values, and the willingness to build community from the ground up. For founders or brands looking to create experiences that connect across culture and cuisine, this is proof of what’s possible.
What if you could transport someone to another culture, even if just for an evening?
That was the spark behind The Seasoned Path, a supper club series built on the idea that food can be a bridge between people and cultures. We wanted to create a safe, celebratory space for people to gather, learn, and connect, and build mutual understanding in a world that has felt increasingly intent on diviiding us. A place to learn and celebrate our differences!
But there were challenges from day one: We aren’t professional chefs (although we are great cooks), so we felt out of our wheelhouse. Though we are event producers, we weren’t known in Berlin’s competitive supper club scene. And we were inviting people to buy into an experience they hadn’t seen, heard of, or tasted before.
My task was to bring the vision to life and get people to feel the value of the event, long before they walked in the door. That meant:
Crafting a brand that clearly articulated our “why”
Creating emotional resonance on social media without any event photos or proof of concept
Building trust with early collaborators and guests
Driving demand for a first-time event in a crowded Berlin food scene
Our big challenge: getting people excited about what we were building without having done a supper club event! We did this through storytelling and a focus on instagram. We chose to focus on instagram due to the ease in connecting with our network, Since we didn’t have any pictures yet, we leaned into the feeling we wanted to invoke - harnessing family dinners, rich colors that were warm and inviting. My goal was to get people to truly resonate with our “why” and to already feel like they were learning about Persian culture before the first meal. We also used it to help they get to know us and our collaborators, which helped strengthen visiability through their promotion.
We also strengthened our reputation through association and in many cases where we could also cross-promote. For example: we chose to partner with an amazing wine natural wine shop called 8greenbottles that we knew was beloved, and were featured in several trusted newsletters that feature such as Handpicked Berlin, Berlin Events Weekly and That’s My Berlin.
RESULTS
Sold out our first event with 30 paying guests
Grew Instagram engagement by 300% from first teaser to event date
Featured in top-tier Berlin newsletters
Zero euros spent on ads
Ongoing community buzz with organic DMs and email interest in future events and collaborations
