The Project
Bayleaf Cafe is a much-loved local institution known for its warmth, pace and unmistakable personality. Working with The Social Sister Project, the goal was to translate that same energy and familiarity into the digital space — capturing the rhythm of daily service, the people behind the counter, and the small moments regulars instantly recognise.
THE GOAL
To ensure Bayleaf’s online presence reflected the warmth, pace and personality of the café itself.
THE STRATEGY
The strategy centred on treating Bayleaf’s digital presence as an extension of the café experience. This involved defining the brand’s tone, rhythm and personality online, prioritising people, moments and atmosphere over overly polished content, and structuring posts to reflect daily café life — from busy mornings to regulars, staff and familiar rituals. The focus was on consistency, familiarity and community connection rather than trends, so that anyone scrolling Bayleaf’s socials would feel like they were already there.
THE EXECUTION
Execution focused on capturing the real moments that define Bayleaf and translating them into consistent, engaging content. Organic social media centred on staff, regulars and daily café life, using short-form video and stills to reflect the café’s pace, warmth and personality. Each piece of content was designed to feel natural, lived-in and instantly recognisable.
THE OUTCOME
Over 90 days, Bayleaf’s digital presence shifted from sporadic engagement to consistent brand visibility. Profile visits increased 12.2%, followers grew 5.4%, and content generated 747K+ views — strengthening brand recognition and reinforcing the café’s familiar, community-driven presence online.
