SCOPE OF WORK
Swan Café is Cape Town’s first authentic Parisian crêperie situated in Cape Town’s east city precinct, in the burgeoning hub of lower Buitenkant Street. Owner Jessica Rushmere brought us on board to design her website and manage her social media and PR, focussing on the three key differentiators of the café: its interior design, its cuisine and its French flair. We managed this leading up to the opening in May 2018 to create anticipation and continue to manage her social media accounts and PR.
One Day saw this as a great opportunity to embrace the Frenchness of the brand and its unique design (both the interior design by Haldane Martin and the corporate identity by Heidi Chisholm).
We began by designing a simple splash page to announce the new crêperie, while awaiting the opening of the café. Once the interior design was completed we were able to photograph the space to use as the leading image of the website. The website itself is a simple, single page site (with the exception of a separate menu page). It focuses on the brand story, their menu offering, map and contact information. We had great fun with the copywriting, incorporating the French attitude with a cheeky tone and sensual food associations. The look and feel beautifully captures the brand identity and the aesthetic of the physical space.
Our social media approach developed this concept by creating a French word campaign and cheeky messaging. These are integrated with beautiful food photography and interior design photos, maintaining a balance between these three pillars to create a well curated visual pattern in the Instagram feed and always keeping the tone of the copy consistent with the original content developed for the website. Social media engagement is critical and all messages, posts, stories and reviews are responded to almost immediately. So far five-star reviews are the order of the day…
We also set the brand up on Google My Business and Streetview 360, updating what was a construction site on Google Maps to their new, beautiful front shop, and adding the menu, operating hours and photos to Google.
Finally, PR and media management consists of a press event in June 2018 and liaising with the media and bloggers to set up interviews and secure features in the top food, design and lifestyle publications.