Candela de Mojama
This project involved a comprehensive strategy for a local hospitality brand, focusing on unifying their digital presence to drive measurable customer action. My role encompassed the full marketing spectrum: from rebranding and visual design (menu design) to full-cycle content production (photography, video, and editing), and the execution of Paid Media campaigns to increase reservations and online orders. The strategy prioritized high-quality, authentic visual content optimized for performance tracking via Google Analytics
Planning
The initial phase focused on understanding the brand's core needs and translating business goals into a structured content and design plan.
Rebranding
Content Strategy
Brand Asset Design & Production
Rebranding
A core part of the project involved executing a brand refresh, establishing a cohesive and elevated visual identity across all touchpoints. This included implementing a new, consistent style for social media content to enhance brand recognition and appeal. I simultaneously led the design and layout of new restaurant menus, ensuring that the physical assets aligned perfectly with the updated digital aesthetic, creating a seamless and premium customer experience.
MENU
A key branding initiative was the complete overhaul of the physical menus. The new design transitioned from the previous style to a cleaner, more minimalist aesthetic, making them easier to read and navigate. I ensured the new menus strictly adhered to the brand’s color palette and visual guidelines, creating an ordered, consistent, and elevated experience that perfectly matched the premium look established across the restaurant's digital channels.
NIGHT MENU
To capitalize on the venue's dual identity—a restaurant by day and a cocktail bar by night (with a closed kitchen after certain hours)—I designed a distinct Night Menu dedicated solely to cocktails and house specials. The design was conceived as a double-sided vinyl record, reflecting a disco/bar concept. This unique, themed design was highly functional, easy to read, and effectively communicated the venue's shift in atmosphere and offerings, enhancing the customer experience during evening hours.
Content
The primary challenge in content creation was ensuring that the dishes were visually appealing and accurately represented to two very distinct audiences: the latino community familiar with the cuisine, and international visitors who were seeing the dishes for the first time.
Photographic Approach
To ensure maximum impact and versatility across all digital channels, I personally conducted and directed the food photography sessions. The core visual concept was based on high-contrast imagery: showcasing the vibrant, detailed plate as the main focus against a deliberate dark background. This stylistic choice not only achieved a premium, dramatic look for the content but also made the visuals perfectly adaptable for use in Paid Media advertisements, where strong contrast is essential for capturing attention and driving clicks.
Social Media Approach
Leveraging the high-contrast visuals captured during the photo sessions, the social media strategy focused on consistent video content delivery. I produced short-form video content showcasing signature dishes and innovative cocktails, specifically tailored for different platform audiences.
Results
Despite the limited scope of the two-month contract, the immediate implementation of the new brand strategy and content plan yielded significant results:
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Audience Engagement: Successfully created and published viral content, with videos reaching 40K+ views on social media platforms.
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Organic Growth: Achieved substantial organic follower growth on Instagram, increasing the base from 128 to 436 followers (a growth of over 240%) during the project timeframe.
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Brand Authority: The unified visual identity and high-quality content elevated the restaurant's digital authority, establishing a strong foundation for future paid media initiatives and customer loyalty.
