A social campaign that sells the dish before the caption does

One dish, one promise, one second to land it

A restaurant's feed competes with everything else on the phone, and it loses in the first second or not at all. This set was built around that constraint: a single hero dish per post, a headline that states the offer plainly, and enough dark negative space that the food is the brightest thing on screen.

Client

Confidential client

Year

2025

Industry

Food & Beverage

Expertise

Social Media Management, Art Direction, Content Design, Typography

Platform

Instagram · 1:1 feed

The brief spanned very different moods: a cocktail launch, a weekend brunch, a spicy wings promo, a new teriyaki menu. Treated separately they would have looked like seven brands. Treated identically they would have flattened the difference between a delicate brunch and a flame-grilled promo.

One structural system, two typographic registers. Everything shares the same dark ground, the same generous margin, and the same rule about a single focal dish. Within that, indulgent items get a script-and-serif pairing with warm amber accents, while the high-energy promos switch to heavy condensed sans with a hard red block. The grid stays constant; only the voice changes.

The set holds together as a feed while each post still does its own job. Because the structure is fixed, new posts can be produced from the same template without re-solving the layout every time.