Poesia Café - Brand Presence, Photo and Video
Web Design, Social Media, Visual Design, Content Creation
A dynamic and engaging social media campaign coupled with a comprehensive web redesign for San Francisco’s beloved Poesia Café, aimed at showcasing their exquisite offerings.
Overview
The Poesia Cafe project involved revitalizing the brand's online presence through a comprehensive social media campaign and website redesign. As the lead designer and social media strategist, I spearheaded the creation of engaging content, including a collaboration with Illy Caffè and a focused Instagram and TikTok campaign. The redesigned website featured an intuitive online ordering system, enhancing user experience and accessibility.
Context
Poesia Cafe, known for its rich Italian heritage and artisanal pastries, partnered with me to enhance their digital footprint. The goal was to attract a broader audience and showcase the craftsmanship of Chef Giovanni, merging traditional Italian flavors with contemporary digital marketing techniques. This project aimed to blend the cafe's storied past with modern strategies to create a cohesive and appealing online presence.
Tools
Adobe Photoshop
Adobe Illustrator
Davinci Resolve
Role
Social Media Strategist
Visual Designer
Web Designer
Videographer
Photographer
Online Presence
Website and Social Media
The Poesia Cafe website is crucial for establishing the brand online, offering a visually appealing platform that tells the cafe's story and philosophy. It features a comprehensive and user-friendly online ordering section, enhancing functionality to support the cafe's business goals. Additionally, the social media strategy for Instagram and TikTok involved creating engaging content, such as step-by-step videos of Chef Giovanni, product showcases, and lifestyle clips. These visually appealing posts aimed to increase brand visibility, drive traffic to the website, and resonate with a broader audience.
//Online Presence
Visual Content
Video: Step-by-Step Creation
The chef videos were designed to showcase the meticulous process of creating Poesia Cafe’s exquisite pastries and savory dishes. Each video captured Chef Giovanni's expert techniques, from ingredient selection to final presentation, offering viewers a behind-the-scenes look at the craftsmanship involved in each creation. A few examples:
//Visual Content
Video: Product Showcases
Short videos were crafted to highlight specific products, emphasizing their unique features and culinary appeal. These quick, engaging clips aimed to entice viewers by focusing on the texture, flavor, and artistry of each item, encouraging them to visit the cafe or order online. A few examples:
//Visual Content
Video: Location and Lifestyle
To convey the ambiance and lifestyle of Poesia Cafe, a series of videos was produced featuring the cafe’s inviting atmosphere and its vibrant community. These videos painted a picture of the cafe as not just a place to enjoy delicious food, but also as a cultural hub where tradition meets contemporary lifestyle, enhancing the overall brand image.
In particular, one video was made in collaboration with Illy Caffè to celebrate Donuts Day. This 1-minute video, designed for social media, highlights the cafe's ambiance and traditional Italian pastries, with a narration based on a Q&A guide and feedback from the Illy team, crafted to captivate and engage viewers.
//Visual Content
Photography: Gourmet Visuals
For the Poesia Cafe project, I created a variety of images to enhance their online and social media presence. This included detailed photos of individual products for the online menu, artistic compositions for social media posts, and expressive shots of the cafe's location and Chef Giovanni. Each photograph was carefully crafted to showcase the quality and charm of Poesia Cafe, effectively conveying their brand story and culinary excellence.
//Visual Content
