Brand Curation & Social Media Strategy for A Mini Bar in Hackney

A Mini Bar in Hackney was a new concept in London’s cocktail scene — intimate, understated, and intentionally offbeat. The challenge was to build awareness without losing its underground charm. The brand needed a social presence that captured its atmosphere: dimly lit, design-led, and effortlessly cool.

I led brand curation and social direction — defining the brand’s digital identity, visual rhythm, and tone of voice. My goal was to translate the sensory experience of the bar into a cohesive online presence that invited curiosity while maintaining a sense of exclusivity.

The process began with distilling the brand’s essence: minimal, mysterious, and rooted in design culture. I developed the content pillars, oversaw photoshoots to reflect the bar’s mood, and curated a storytelling system that mixed product features, ambience, and people — always with visual restraint.

The social media strategy favoured narrative over noise: every post was treated as a mood, a fragment of the bar’s universe.

Built a distinct digital identity aligned with the physical brand experience

Increased visibility and recognition among local creatives and hospitality insiders

Sparked organic press interest and early collaborations with lifestyle partners

Established a tone and aesthetic that positioned the bar as a cultural reference in East London

Community growth & attendance