Role
Social Media Strategist & Designer
Scope
Strategy, reels, shoots & reporting
001
Find the Pulse
Sugar Mama is a tiny dessert bar in the middle of Fontainhas, built around colour, flavour and seasonal surprises. From soft serves and homemade jams to monster cookies and playful toppings, the brand already had a strong visual pull. The focus was to bring out that sweetness in a way that felt fresh, fun and instantly craveable.
002
Build the IP
Instead of overcomplicating the content, we leaned into simple formats that made the product the hero. Stop-motion reels, prep videos, flavour drops, ingredient-led visuals and close-up shots helped create recurring content moments around what Sugar Mama does best—desserts that look as good as they taste.
003
Design the World
The visual direction balanced minimalism with the brand’s natural maximalism. Clean compositions, colourful product photography, playful posters, detailed garnish shots and texture-led visuals allowed the soft serves, jams, cookies and seasonal flavours to stand out without making the page feel too loud or cluttered.
004
Run, Read, Refine
The strategy focused on keeping the page light, tempting and seasonally active. Content was shaped around new flavours, prep moments, trending formats and product-led visuals, with the goal of bringing more people into the shop while keeping the brand cute, colourful and easy to remember.
