XO Belgian Waffle is a growing dessert chain with 8–10 stores across cities like Bangalore, Ahmedabad and Hyderabad. While their physical footprint is expanding, the goal online wasn’t to build a massive following - it was to maintain a regular, reliable stream of content that kept the brand fresh, young and visible to its customer base.
I’ve been working with them consistently, handling everything from Instagram posts and reels to print collateral like posters, menu cards, transparent glass stickers, and more. The tone of the brand stays simple and friendly - appealing to a younger audience, but not trying too hard.
Content often needs to be turned around quickly to match festivals, trending moments, or promotions across different regions.
With minimum shoot assets and limited photography, most visuals are built using a mix of PNG cutouts, AI tools, and background edits - which means the focus is on composition, creativity and speed.
Also, since the brand exists in multiple cities, the content needs to stay broad and neutral, while still feeling personal and relatable without overcomplicating the tone.
Fast, Flexible, Trend-Aware
I developed a workflow that allows for quick content drops while leaving room to adapt to trends - from cricket finals to seasonal offers and regional moments. Even though the goal wasn’t reach or engagement, the content feels current and alive, giving the brand a steady digital rhythm.
Creative Reuse Without Repetition
Using a consistent bank of product PNGs, I created multiple layout styles and reel formats to keep things visually engaging. Everything from reels to posters is built with online tools and pre-existing elements - layered creatively to mask repetition and keep the feed fresh.
Design Beyond the Feed
Offline, I designed menu cards, posters, and transparent stickers for store interiors—ensuring brand consistency across touchpoints, while making sure the layout remains simple and scalable (especially with an extensive menu).
