Wheelys Café

Co-founder and CEO

Wheelys was an organic café concept on a bicycle. Anyone who dreamed of starting their own coffee business could buy the complete package: the bike café, the equipment and the brand. In three years we grew from a basement to more than 800 cafés in 80 countries, were accepted into Y Combinator and raised around SEK 30 million.

I was responsible for the brand and all communication, from press to web, photo and film, and I was the company's spokesperson. With no marketing budget, the story had to do the work. Forbes, Wired, BBC, TechCrunch and NPR covered us, and our unstaffed store Moby Mart became a global viral news story.

Many of our best stories came from the café owners themselves. Together with cafés around the world we created stories in text, photo and film, used both in our internal communication and externally. Often I led the production remotely and worked with local photographers and filmmakers, as with this film from Miami.

Awards: Financial Times Boldness in Business, 2018. The Nordics 100, 2017.

Storytelling, communication and content.

Studio
Polhemsgatan 23
112 30 Stockholm

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