A social media visual system designed for Ochre & Oak, a specialty coffee brand built around slow mornings, thoughtful coffee and a modern, approachable identity.

The direction balances calm editorial composition with bold, Instagram native moments, using a restrained earthy palette, expressive typography and a distinctive coffee-cup mascot.

The goal was to create a recognizable content system that feels warm, intentional and contemporary without becoming overly polished or corporate.

Ochre & Oak’s identity is built around warmth, personality and everyday coffee rituals. The visual direction combines a deep forest palette with soft, expressive typography and a distinctive coffee cup mascot, creating a brand world that feels approachable, playful and contemporary.

The visual direction combines expressive typography, organic graphic details, warm imagery and a consistent green-and-cream palette. Each piece serves a different content purpose while maintaining a recognisable Ochre & Oak personality.

The social system was designed to give Ochre & Oak a consistent visual presence across different content formats. The five-part carousel introduces a clear storytelling structure, while the supporting posts extend the same visual language across product, lifestyle, pairing and promotional content.

Each creative was designed around a specific communication goal while staying connected through the same visual language, typography, colour palette and character led personality.

The final system brings the visual language together into a cohesive Instagram presence, balancing product, lifestyle, storytelling and promotional content while keeping Ochre & Oak instantly recognisable across every touchpoint.

The result is a cohesive social media system that gives Ochre & Oak a distinctive and recognisable visual presence. From brand storytelling and product communication to lifestyle and promotional content, each creative works independently while remaining connected to the same visual language.