Social Media Marketing
Concept ProjectLuma Coffee: Social Media Marketing
A creative exploration showing how a premium café's Instagram presence is planned, designed and sustained across a full month.
This is a self-initiated concept project created to demonstrate capability. The brand shown is fictional and no client names or performance data are represented.
Luma Coffee: Feed System & Monthly Content Plan
- Client
- Luma Coffee (Concept Project)
- Services
- Content StrategyMonthly Content PlanInstagram Grid DesignStory TemplatesCampaign CreativeArt Direction
- Category
- Social Media Marketing
Project overview
A concept project for a fictional premium café: a full monthly content system, 9-post grid, story templates, seasonal campaign, product launch and photography direction.
Goals
- Make a small café feel like a considered, premium brand online
- Replace ad-hoc posting with a planned monthly system
- Build a feed that reads as one composition, not nine unrelated posts
- Give the team templates they can reuse without a designer every week
Creative process
01
Positioning
Define the voice, the four recurring content pillars and what the brand never posts.
02
Feed Design
Design a nine-tile grid system with alternating type, texture and product tiles.
03
Templates
Build story and promo templates so weekly output stays on-brand at speed.
04
Calendar
Map the month, posts, reels and stories, against launches and seasonality.
Deliverables
- Monthly Instagram content plan
- 9-post Instagram grid system
- Story template set
- Promotional graphics
- Seasonal campaign concept
- Product launch posts
- Brand photography direction
- Content calendar preview
- Before & after feed transformation
Project outcome
A complete, repeatable content system: one feed language, four weekly themes and a calendar the business can actually keep up with.
Presentation
Final deliverables
Every board below was designed for this concept, layouts, systems and mockups, not stock imagery.
9-Post Instagram Grid
Feed SystemMonthly Content Plan
4 Weeks- Week 1: Brand StoryOrigin, roastery ritual, founder voice
- Week 2: ProductSeasonal drink launch, pricing, pairings
- Week 3: CommunityRegulars, neighbourhood, UGC re-share
- Week 4: EducationBrew guides, bean origin, barista tips
Content Calendar Preview
CadenceStory Templates
ReusablePromotional & Launch Graphics
SeasonalSeasonal Campaign
Cold Season, Warm Cups
Product Launch
Single-Origin No. 04
Brand Photography Direction
Art Direction- LightSoft directional daylight, deep natural shadow
- PaletteWarm neutrals, espresso brown, matte cream
- FramingClose crops on hands, steam, texture, pour
- StylingLinen, stone, unpolished ceramics, no props clutter
Before & After Feed
Before
After
Projected results
Intended outcomes for this concept. No real performance data is shown.
- A consistent posting rhythm the business can sustain in-house
- A feed that communicates premium positioning at first glance
- Faster monthly production through reusable templates
- Clearer path from discovery to visit through structured CTAs
