Building a Digital Brand for a Growing Food Business
Role
CREATIVE DIRECTION
SOCIAL MEDIA STRATEGY
CONTENT PRODUCTION
WEBSITE DESIGN
BRAND DEVELOPMENT
Good Munchies opened in July 2021 and quickly established a loyal following.
I led the brand’s digital presence for more than a year, creating and managing the social media strategy, directing content campaigns, and executing photoshoots to build a strong library of branded imagery. Through consistent organic content and targeted campaigns, I helped grow the account and strengthen the business’s online presence.
In 2023, I expanded the work to include the design of a new website, creating a clean and interactive experience tailored to Good Munchies’ customers. Using Figma, I developed multiple iterations and prototypes before translating the final concept into a simple, user-friendly website.
A Closer Look
I designed an interactive, simplistic website for Good Munchies so they could compete in the local market. I used user-centric design to create a website that works for their target customer.
BRAND REFRESH
WEBSITE DESIGN
Shortly after opening the restaurant, Good Munchies added an outdoor bar cart serving cocktails. I created and designed the menu for the bar opening. This style incorporates the Munchies brand so that the bar is a seamless extension of the kitchen. The menu is still being used since its creation in 2021 and has become a staple in the restaurant and bar.
BRAND REFRESH
BAR MENU
I worked with the founding team to coordinate photoshoots and keep the feed up to date, resulting in over 700 new followers in the first two months of creation. There were daily posts and stories with occasional giveaway campaigns. As this is a new business, they are still experimenting with hours, menu items and drink services so the social media needs to stay rather nimble and flexible. The Instagram growth has positioned Good Munchies as a trendy restaurant in Santa Teresa resulting in consistent engagement from locals and newcomers alike. Since 2021 Munchies has expanded their menu and restaurant to accommodate for the growing demand.
SOCIAL MEDIA STRATEGY