CREATIVE STRATEGY
Bridging high-level visual identity with structured, multi-channel narrative systems.
01/ Philosophy: Content strategy is more than filling a grid—it is the translation of brand identity into daily touchpoints that build community, drive engagement, and convert curiosity into long-term loyalty.
02 / Identity & Frameworks: Establishing brand pillars, sensory touchpoints, and clear visual guardrails.
03 / Content Systems: Mapping 9-tile grid rhythms, educational series, and short-form video storytelling.
04 / Execution & Growth: Building realistic posting calendars, community activations, and conversion-focused touchpoints.
PROJECT 1
F&B CONSULTANCY
Fivetastic Consulting
Brand identity systems, B2B content architecture & F&B consultancy
STRATEGIC FRAMEWORK
Independent restaurant founders, chefs, and hospitality groups often excel at cooking and physical service but struggle to build distinct brand identities, resulting in inconsistent digital touchpoints, weak foot traffic, and high launch failure rates.
The Strategic Objective: Position Fivetastic as the go-to boutique creative consultancy that transforms dining concepts into culturally resonant, commercially viable hospitality brands.
The 5-Sense Hospitality Framework:
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Grounding client brand identities across five sensory dimensions: Sight (interiors & typography), Smell & Taste(menu engineering & flavour profiles), and Hearing & Touch (ambient acoustic soundscapes, tactile paper stocks,and tableware materials).
MOODBOARD
INSTAGRAM GRID MOCKUP
BRAND ETHOS
LOGO
INTERLINKING BUSINESS & PASSION PROJECT
TESTIMONIALS
MONTHLY CONTENT MATRIX
Day
Content pillar
Hook/ Working title
Format
Objective
Tuesday
Industry Insights & Advisory
"Why most restaurants lose money on dessert (and how menu layout fixes it)"
5 slide educational carousel
Saves, Shares & Authority
Thursday
Case Study Breakdown
"From empty tables to fully booked: Deconstructing the 90-day rebrand"
carousel + link to the full article on website
Discovery & Lead Generation
Saturday
In the Studio / On Site
"Testing 8 olive oil varieties for our latest Mediterranean concept"
behind the scenes reel
Brand Affinity & Craft
Sunday
Brand & Thought Leadership
"The 5-Sense Hospitality Audit: How does your space score?"
Single Graphic + DM Prompt
Direct Inbound Consultation Inquiries
PROJECT 2
CONCEPT ANALOG LISTENING CAFE
Side A Cafe
Private booth vinyl-listening café in Sheung Wan
Content mockup , campaign strategy & launch
THE PROBLEM
F&B partnerships often settle for cobranded takeaway cups or generic pastry shelf takeovers that disappear without building brand equity or digital reach.
side A Cafe
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butter bar hk
SYNERGY
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Side A contributes the acoustic architecture, private analog booths, single-origin roasting craft, and urban weekday focus crowd.
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Butter Bar (Sai Kung) contributes cult-favorite coastal pastry culture, rich decadent butter profiles, and loyal weekend escape foot traffic.
THE "RECORD STACK" CAMPAIGN
WHAT IS IT?
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Collab Hero Offering: "The Record Stack" (Sea-Salt Caramel & Charred Miso Butter Bun + café au lait + brioche.
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Funnel coastal daytime foot traffic into booked private-booth listening sessions in Sheung Wan.
CAMPAIGN NOTES
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Co-create an exclusive, multi-sensory pastry and brew ritual that bridges urban retreat with coastal indulgence.
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Drive 100% sell-out of a limited daily run (150 sets/day) across an intensive 3-day launch window.
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Funnel coastal daytime foot traffic into booked private-booth listening sessions in Sheung Wan.
INSTAGRAM COLLAB GRID
Copywriting brainstorm:
Did you know auditory pitch alters our perception of food texture?
In designing our collaboration with @butterbar.hk, we studied how the analog warmth of vinyl frequencies enhances the buttery mouthfeel of laminated pastry.
Urban velocity meets coastal slowness. We are proud to announce our limited-edition autumn residency with @butterbar.hk.
Headphones recommended. 🎧
Turn your audio up and step away from the morning rush.
While you are at it, wont you join us for some buttered toast and coffee?
360° MARKETING CAMPAIGN
Phase 1: THE TEASER
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ASMR Hooks: 5 to 7 second audio clips pairing the crisp needle-drop sound with the flaking of hot pastry to drive saves and algorithmic discovery on Instagram Reels.
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Guerilla Teasers: High contrast paste-up posters placed along Sheung Wan and Sai Kung waterfront featuring the date, coordinates, and "The Record Stack" headline.
Phase 2: THE LAUNCH
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Side A: Private listening booths bookable online in 30 minute slots. Guests receive the warm pastry fresh from the oven, coffee of choice, and a choice of two curated vinyl records.
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Butter Bar : An outdoor coastal pop-up patio with an analog listening station and walk-in takeaway sets.
Phase 2: Retention Loop
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The Cue Card: A custom printed cue card packed inside each pastry sleeve asking patrons "What does 08:30 AM in Sheung Wan sound like to you?" Guests post their card on Instagram Stories tagging both venues to enter a draw for a 1 hour private booth residency pass + meal for 2
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The digital sound stream: A scannable QR code on the back of the card directing customers to a curated Spotify playlist, extending the café's ambiance into their home or office.
