Relaunching a neighbourhood café on Instagram
A three-month content plan, a new visual line and weekly Reels turned a quiet account into the café's best salesperson.
- Brand
- Brew & Bloom
- Context
- Freelance mission
- Year
- 2025
- Focus
- Social media strategy
01The brief
Brew & Bloom had great coffee and an Instagram account nobody looked at: irregular posts, no visual identity and no link between the feed and the counter. The owners wanted more young locals through the door without paying for ads.
02What I did
I started with a two-week audit of the account and of three nearby cafés, then talked to regulars to understand why they kept coming back.
- Content pillars: behind the counter, the seasonal menu and the people of the neighbourhood.
- Visual line: a warm palette, a set of reusable Canva templates and simple natural-light photo guidelines for the team.
- Weekly Reels: short, filmed on a phone and built around one recurring format, "60 seconds behind the bar".
- From feed to counter: a QR code on every cup sleeve and a monthly "regular of the month" feature.
Every Friday I shared a short report on reach, saves and profile visits, and we adjusted the next week's plan together.
03Results
+142%
followers in three months
6.8%
average engagement rate
+27%
weekend customers
Skills used
- Reels
- Content strategy
- Canva
