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Sweet Soul is an artisanal pastry project led by pastry chef Joana Quinta, focused on handcrafted desserts and seasonal creations. The brand combines technique, care and creativity, positioning pastry as both a sensory and visual experience.The project centred on developing a coherent social media presence that could translate Sweet Soul’s identity into a clear, contemporary digital language, strengthening its visual expression and connection with its audience.
The main challenge was to communicate a highly visual and sensorial product in a way that felt refined yet approachable, without falling into repetitive or generic food content. It was essential to balance aesthetic consistency with spontaneity, while clearly reflecting the craft, detail and personality behind the brand. Another key challenge was maintaining freshness and variation across social media, ensuring that the content remained engaging over time while preserving a strong and recognisable visual identity.
The content strategy focused on storytelling through process, texture and detail. Rather than presenting finished products alone, the narrative highlighted moments of creation, close-ups, materials and gestures, reinforcing the handmade nature of the brand.Visual direction privileged clean compositions, natural light and a restrained colour palette. Photography, short-form video and copywriting were used together to build an editorial rhythm across the feed, supporting both product presentation and brand atmosphere. Content was planned to maintain consistency while allowing flexibility for seasonal releases, special editions and day-to-day communication.
The project was developed for Instagram, using a mix of static posts, carousels, Reels, Stories and short-form videos to create a balanced and dynamic feed. All photography and visual content were produced as part of the project, with particular attention to composition, texture and detail. Motion content was used to enhance sensoriality and proximity, while copywriting remained concise and contextual, complementing the visuals without overpowering them.The content system allowed Sweet Soul to communicate both product and process, reinforcing brand identity while keeping the feed fresh and coherent. supporting both product presentation and brand atmosphere.Content was planned to maintain consistency while allowing flexibility for seasonal releases, special editions and day-to-day communication.
The result is a visually consistent and recognisable social media presence that positions Sweet Soul as an artisanal pastry brand with a clear identity. The project strengthened visual coherence across platforms, increased engagement over time and contributed to a stronger connection between the brand, its products and its audience.
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