BELLE ÂME CAFÉ
CONTENT REBRANDING STRATEGY
SOFTWARE USED:ADOBE PHOTOSHOP
ADOBE PREMIERE PRO
CAPCUT
STRATEGY, SOCIAL MEDIA MARKETING, PHOTO/ VIDEOGRAPHY
BELLE ÂME CAFÉ is a café and sandwicherie in Jersey City, known for its seasonal drinks and signature sandwiches. Since September 2024, the café’s social media has been revitalized with consistent visual branding to align with its identity and values.
PROBLEM: LACK OF VISUAL CONSISTENCY, WIDER ENGAGEMENT
Belle Âme Café’s previous social media content faced several challenges, including low engagement, inconsistent posting, and a lack of cohesive visual branding. Juggling numerous responsibilities, the owner needed someone else to prioritize social media amidst daily operations. Posts were sporadic, and the overall feed lacked the visual identity necessary to build recognition and new connection.
SOLUTION:
OPTIMIZE AESTHETICS,
MULTIFACETED CONTENT CREATION
The solution to Belle Âme Café’s social media challenges involved a strategic approach to optimize aesthetics and diversify content.
A cohesive visual identity was developed to reflect the café’s warm, inviting atmosphere while maintaining the approachable tone of the original posts.
Content creation expanded to include a multifaceted mix of formats, such as photos, Reels, and behind-the-scenes moments, catering to a variety of audience preferences.
Regular posting schedules were implemented to ensure steady engagement, reinforcing the café’s presence in the community and positioning its social media as an extension of its welcoming experience.
STATISTICS
VIEWERSHIP:
JUN-SEPT 2024 (before): 23,197SEPT-DEC 2024 (after): 90,493
FOLLOWING:
130% increase since rebrand start#1 PERFORMING POST:
- 11.8K VIEWS
- 252 LIKES
- 168 NEW FOLLOWERS
CONTENT TYPE 1: FOOD SHOWCASE
Belle Âme Café’s unique sandwiches had been underrepresented on Instagram, making food marketing the top priority.
To capture attention, all videos were shot in dramatic lighting, emphasizing the textures and freshness of each sandwich. Edits were designed to be quick and highly engaging, ensuring accessibility for busy audiences.
A missing element in previous content was the use of high-quality audio. This gap was filled by incorporating sound bites and ASMR elements, adding an immersive layer that elevated the sensory appeal of the café’s offerings.
CONTENT TYPE 2: DRINK SHOWCASE
In addition to food, Belle Âme Café boasts an impressive array of drinks and seasonal specials. With new menus debuting every season, frequent drink-focused videos became essential to the content strategy.
Videos showcased the craftsmanship behind each beverage, with some documenting the entire preparation process and others spotlighting key moments, like the pour of an espresso shot over milk.
This approach created a visually dynamic narrative that emphasized both artistry and uniqueness of the café’s offerings.
CONTENT TYPE 3: CAFÉ THEMED SKIT
Skits provided the greatest opportunity for creative expression, allowing Belle Âme Café to experiment with diverse forms of humor, varying runtimes, and occasional trend-inspired elements.
Staying true to the café’s commitment to originality, social media trends were incorporated sparingly, with a strong emphasis on unique content.
Skit formats ranged from relatable, short-form barista scenarios , holiday-themed narratives, to even bold, video-effects-driven showcases highlighting specific products. This variety kept the content fresh and engaging while reinforcing the café’s distinctive personality.
