Concept project — Chai Theory
A café feed people actually stop for
- Project type
- Concept (not client work)
- Category
- Social
- Year
- 2026
- Services
- Social Media & Organic Marketing, Content Strategy & Creative
Concept project created to show our approach — not a client case study.
The challenge
Great chai. Forgettable feed. Every post was a menu photo with a price.
The SLAP
Stop selling the menu. Start selling the ritual — the 5pm break Karachi already loves.
Brief / challenge
A neighbourhood café with a loyal regular crowd and almost no presence beyond it. The Instagram account looks like a price list — consistent, but with nothing that gives a stranger a reason to stop scrolling.
Objective
Give new people a reason to notice the café and visit, using organic social content rather than discounts.
Strategy
Stop treating the feed as a menu and start treating it as a ritual. The idea: "Your 5pm deserves better." Every post is about the break, not the beverage.
Execution
- A content system built on three pillars: the ritual, the regulars, the craft.
- Short-form reels built around the 5pm moment.
- A refreshed visual language: warm, high-contrast and typographic.
Deliverables
Content pillars, a monthly content calendar, reel concepts and a set of social creatives.
Results
This is a concept project created to demonstrate our approach. It is not client work, and no results are claimed.