The challenge
The café needed its social channels to convey what you feel when you walk through the door: the warmth of the place, the craft behind each drink and the closeness of the people who make it.
The approach
Each shoot was planned not just to document products, but as a chance to share the texture of fresh bread, the teamwork and the stories that come with every cup.
As content strategist I defined what to say, when and in which format: the brand voice, communication guidelines and a calendar of posts and reels so images and words spoke in the same tone.
In 2026
The strategy kept growing with a seasonal content plan:
- Reels starring the team, like the latte art one
- Seasonal launches like the Calabalatte, their own pumpkin spice latte
- Day of the Dead carousels and a pet ofrenda with the community
- Labels and cards for the single-origin coffees served at the bar
The result
A clear, sensitive visual identity that strengthened the bond with the community on social media and helped the café feel like home to its customers. In three months, Instagram views grew by up to 60% and the account gained around 300 organic followers a month.