Same Brew.New Form.
Creative direction, social media and the reopening campaign for the new WACUP.
Same brew.
New form.
Same brew
The coffee, the breakfast, the beans, the people behind the bar. Everything regulars already love.
New form
The space, the identity, and the way WACUP looks and moves on social. Shot with intent, graded with one palette.
A new space. Now we tell its story.
Laid out
on canvas.
The space, the colours, the product, the people and the packaging. One world before a single post goes up.
WACUP brand assets, renders of the new space, WACUP proofs and reference photography. Tap any image to open it.
Five colours,
five jobs.
Straight from the WACUP guideline. On social, each colour leads a type of post.
Colour first,
then content.
The feed is planned as a colour grid. Every tile has a colour, and every colour has a kind of content.
Tiles show reference imagery for the look. The shoot replaces them with WACUP's own.
Six rows,
the same rhythm.
The colour plan carried down the feed, with more of the references from each colour.
Four looks
for one feed.
What each colour looks like as photography, posts and reel covers. References first, then WACUP proofs made from the renders and the menu.
Cream
Lit lifestyle
The space has beige at its heart, so the bright frames live here: sunlight, long window shadows, oak, drinks in the light. Posts and reel covers for slow mornings and the room itself.
Olive + Orange
People and the team
Staff and guests, filmed and photographed in the space. The olive tile and warm wood give these frames their green and orange without forcing it.
Brown
Specialty close-ups
Pro mode. Macro, low light, glossy textures. The signature items and the coffee, from the making to the final cup.
Red
Graphics, packaging, brand
The strongest colour in the guideline carries the designed posts: launch graphics, offers, packaging and brand moments.
Same dish.
New form.
Three items from today's menu photos, re-imagined in the new look. Drag to compare.
TodayNew form
Avocado toastCream · lit lifestyle
TodayNew form
TiramisuBrown · specialty close-up
TodayNew form
Iced caramel latteOlive + orange · in hand, in the space
WACUP proofs are generated previews of the direction. The shoot delivers the real photographs.
Three ways
to film.
The video moodboard. Every clip is a reference for pace, light and framing, playing as it should feel.
Art directedThe WACUP story
Wake up, then start your day. Scripted, cast, shot on cinema cameras and art directed frame by frame. It speaks for the brand, not the daily offer.
- Shot with
- Talent, cinema camera, styling
- Used for
- WACUP preparation, The new space
- Share
- 2 of 6 reels
SpecialtyThe making
Close-ups of the process, from the first step to the final plate or cup. Signature items and coffee first. This is WACUP in pro mode.
- Shot with
- Macro, low light, slow motion
- Used for
- Kitchen to table, coffee, matcha
- Share
- 3 of 6 reels
Light contentEvery day
Mobile reels and stories, quick and trend-led: appetising cuts, menu items, what is new today. Lighter than the films, and the majority of the month.
- Shot with
- Phone, by our social team
- Used for
- Soft opening, stories, offers, trends
- Share
- 1 of 6 reels + all stories
The strategy,
in short.
The pillars, the four stages of the reopening, the activations and the month's content mix.
- 01The Brew
Coffee as craft and ritual: beans, espresso, matcha, brewing.
- 02From the Kitchen
Food through preparation and presentation, kitchen to table.
- 03The New WACUP
The renewed space and identity: interiors, packaging, details.
- 04People & Moments
Baristas, the kitchen team, regulars and everyday rituals.
- 05WACUP to Go
Talabat, office bundles, breakfast bundles and offers.
Four stages, 3 to 31 October
The story behind the change, told through regulars.
WACUP comes back to life. Sign-ups open for 9 October.
Guests build their plate. The chef's pick goes on the menu.
Into the everyday WACUP and the October offers.
Reasons to come, stay and share
Every ingredient from the kitchen goes up on one wall. Guests build their sandwich or plate, the kitchen makes it, and the chef's favourite goes on the menu for a week under its creator's name.
The ingredient wall Examples
Final ingredients, capacity and food-safety steps are confirmed with the WACUP team.
Guests leave a note: something they love about WACUP, or something they hope never changes.
A marshmallow and sprinkles topping station, with a quick in-store game.
Shimmer-finish cups carrying handwritten notes from the team.
A short WACUP note inside every takeaway and Talabat order.
The team carries WACUP boards around the neighbourhood.
A cookie on top of the cold coffee cup, with a hole for the straw.
Recommended content mix
- WACUP preparation
- The new space
- Soft opening
- From kitchen to table
- Coffee making
- Matcha making
- Why we changed
- New WACUP identity
- People & community
- Breakfast bundle
- Order on Talabat
- Food close-ups
- Student offer
- Coffee close-ups
- Space & detail
- Food & breakfast
- Countdown
- Preparation
- Reopening
- Soft opening live
- Chef's pick reveal
- Products
- Guests & UGC
- October offers
- Weekend reminders
October at WACUP
- Stories: Live from the soft opening Light
Tap a day for its posts. *The content shoot runs on 6 or 7 October.
The brief,
line by line.
Minimum numbers for the launch month. From month two the same scope continues, without the soft-opening coverage and the menu revamp.
- Instagram, TikTok and Facebook posted and scheduled
- Captions in English and Arabic
- AI community management, day and night, with the rest passed to you
- Media buying on Meta and TikTok, built to your goal
- Local food and coffee creators, invited and briefed
- Menu look and feel, packaging artwork and in-store print pieces
One day.
A month of content.
What the shoot covers, built around the four looks and the three ways to film.
- Day 1 · 6 or 7 October
- Full-day content shoot at WACUP
- Crew
- Photographer, videographer, models if needed
- Day 2 · 9 October
- Full-day soft-opening coverage on mobile
- Delivers
- 25 edited photos + reel footage
Art directed · “Wake up”The preparation reel and the brand film
Specialty · the makingClose-ups for the three product reels
Food & drinks · stillsHero photography for the feed
SpaceThe new WACUP, wide and close
Lifestyle & peopleStaff and guests in real moments
BrandPackaging and graphic material
Day 2 is the soft opening on 9 October, covered for the full day on mobile by our social team. Light content is also shot on mobile through the month.
From yes
to rollout.
Sign-off. Crew and shoot dates booked.
Calendar locked, shot list, props and talent. “Why we changed” goes live on 4 Oct.
Full-day content shoot at WACUP.
Preparation reel and soft-opening invitation go live.
Build your own and the WACUP wall, covered live on mobile all day.
Posting, community, ads and creators through the month.
Monthly report and the plan for month two.
Clear from
day one.
Included
- Creative direction, moodboard and the grid plan
- Content pillars and the October calendar
- Shoot direction, shot list and casting
- 25 edited photos and reel edits from the shoot
- 6 reels and 10 feed posts
- 25 story frames for launch and ongoing
- Soft-opening content edited and posted live
- Editing and formatting for Instagram, TikTok and Facebook
- Captions in English and Arabic
- AI community management
- Media buying management on Meta and TikTok
- Creator outreach and soft-opening visits
- Menu revamp, packaging artwork and in-store print design
- Monthly plan and report
Paid to Meta and TikTok directly. We agree the amount before each month.
Menus, packaging, cups, bags and signs. We design the files; the printer is paid by you.
Creator and model fees, stock, paid tools and licences. You approve every cost first.
Day 1, the full-day content shoot (photographer, videographer, models if needed), and Day 2, full-day soft-opening coverage on mobile.
We build on the WACUP guideline and do not rewrite it. Changes to the identity are quoted separately.
Ingredients, food and materials for the 9 October activation come from WACUP.
Same brew.
New form.
WACUP, ready for its next chapter. Let's bring it to life.