Building a Community through Coffee & Wine
Role: Creative Strategist, Photographer | Disciplines: Content Strategy, Photography, Copywriting, Social Media Marketing
Strangelove had a fantastic concept: the meticulous craft of specialty coffee by day and the relaxed, sophisticated ambiance of a wine bar by night. However, a dual identity can be confusing. The challenge was to avoid a split personality and instead create one cohesive brand story: a sanctuary for the curious—from your morning fuel to your evening unwind.
My role was to develop the creative launch strategy, define the visual narrative, and execute a campaign that would drive foot traffic and build a dedicated community from day one.
Strategic Objectives
Brand Clarity: Communicate the dual nature of the business without confusion.
Community Building: Attract both the daytime remote worker and the evening socializer.
Drive Traffic: Create must-attend events to generate buzz and repeat visits.
Visual Storytelling:
The Narrative Through Photography
My strategy was to use photography to introduce a community, not a product. The goal was to make the viewer not just want a coffee or a glass of wine, but to want to have that experience at Strangelove specifically. I moved beyond generic shots to create a visual world that felt both authentic and aspirational.
Crisp, bright, cleanly composed images highlighting the artistry of coffee — steaming pour-overs, the texture of latte foam, sunlit corners perfect for reading. The feeling was focused and serene.
Warm, moody, intimate shots — glasses of wine glowing in low light, shared plates of food, groups laughing. The feeling was convivial and sophisticated.
Instead of flat, isolated product shots, I used layers to create a sense of place. A foreground glass of wine is in focus, while in the background, Alyssa pours another glass behind the bar. This technique pulls the viewer into the scene.
This photographic approach did more than document; it marketed. The images were consistently used across Instagram and promotional materials to:
Reduce Anxiety: New visitors could see exactly what to expect—the types of people, the mood, the energy—making their first visit feel familiar and welcoming.
Generate FOMO: The shots of laughing groups and contented individuals alone created a powerful desire to be part of that scene.
Focus on Craft: We also focused on detailed shots that built the brand's texture and craft-obsessed personality, but always with a human element implied.
Tactical Activation: The Pop-Up Series
To bring the strategy to life and give people a reason to visit immediately, we conceived and executed a series of limited-time pop-ups. Each was designed to be highly Instagrammable and address a specific audience need.
The pop-ups weren't just events; they were a goldmine for authentic, compelling content. My strategy included a dedicated plan to capture the energy and demand in real-time, transforming the excitement of the event into our most powerful form of marketing by far.
The pop-ups were promoted exclusively through social media (Instagram primarily), using the content pillars we established.
User-Generated Content (UGC) Integration: We actively encouraged attendees to share their own experiences. We then reposted the best UGC to our Stories, creating a virtuous cycle of social proof that showed real people loving the experience.
Behind-the-Scenes (BTS) Content: Stories featured the partners — the bakers, the chefs — building local credibility and showcasing the unique food offerings.
Limited Availability Messaging: After our first few successful popups were able to showcase the demand and message that the vendors will sell out, driving immediate action.
This content was deployed during the events to drive immediate walk-in traffic and then repurposed after to showcase the event's success and build even greater anticipation for the next one.
