BREWSMITH

explore the content in-platform

[my content: 17/01 - 04/08/2025)

Brewsmith is a tiny takeaway café tucked into a laneway off Smith Street in Fitzroy, beloved locally for top-notch coffee and simple lunches that feel quintessentially Melbourne. The menu leans into fuss-free quality, from standout espresso and batch brew, iced matcha and creative lattes alongside hearty toasties and fresh breakfast pots.

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On social, I was able to lead the strategy from opening day, approaching Brewsmith’s content with a welcoming, unpretentious energy and the assumption that the audience cares as much about authenticity as they do about a great cup of coffee. The venue's owner has a love of cinema, which I used to inspire coffee-themed gifs and audios from classic films and TV shows. I also incorporated the vintage wallpaper inside the venue into the content where possible, to act as a further nod to the people behind the brand and the history of the iconic Smith Street building that houses it. 

Instead of glossy café trends, the focus is on showing real moments that resonate: baristas pulling shots, quick pans of toasted sandwiches, sunlit shots of takeaway cups on Smith Street and candid smiles from regulars. 

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Visually and tonally, the feed stays grounded, warm, and tactile, which is a reflection of the café’s tiny footprint and big flavour personality. This was done with the aim of making followers feel like they’re right there in the laneway queue. The result is social content that taps into platform norms without losing the genuine, everyday charm that keeps Brewsmith’s community coming back.