✦Case study · Cafes · Toronto

From forgettable Instagram to a brand that travels from grid to cup.

Visual identity, photography systems, sustainable Instagram cadence, and Google Business Profile work, all built to compete in one of the densest cafe markets in North America.

IndustryIndependent cafe

LocationToronto (Queen West)

ScaleSingle-location specialty coffee shop

Duration8 weeks brand + ongoing social retainer

The challenge

The cafe had a loyal regular base but struggled to attract new customers from Instagram discovery. The Instagram grid was inconsistent. The website was templated. The brand identity didn't carry from the can label to the merch to the signage. In a saturated Queen West market, indistinguishable presentation was leaving foot traffic on the table.

The approach

Rebuilt the visual identity (typography system, colour palette, photography direction) to survive grid-by-grid comparison on Instagram.
Designed a content workflow: monthly photoshoot day producing 3-4 weeks of posts in one session, with Stories supplementing in real-time.
Established cadence: 3-5 grid posts per week, 1-3 Reels per week, daily Stories.
Geo-tagged every post and Story with the cafe's location to feed Instagram's place-based discovery.
Built a simple, fast website surfacing hours, location, menu, and Instagram feed, confirming what Instagram showed.
Rebuilt Google Business Profile with category optimization, monthly photo refresh, and review response automation.