Watching someone pour a heaping dollop of foam onto a cup of ice coffee is something many of us inadvertently end up watching while scrolling on Instagram. There is something deliciously relaxing about seeing someone prepare themselves a beautiful drink to enjoy while taking a break from the hectic routine of daily life. My role at Taya Coffee was oriented around highlighting the ease of use and quality of our cold brew concentrate, but it was also about providing customers an enticing framing for how and when they might enjoy our product. A morning cup of coffee alongside a decedent breakfast spread. A playful, refreshing strawberry milk drink to switch up your normal routine. A classic dalgona you can whip up (literally) in less than 5 minutes—the perfect companion for your afternoon working from home. By embracing the look of home-cafe content, which is a popular niche on Instagram that focuses on aesthetic drinks you can make at home, I aimed to showcase both our product and the rejuvenating lifestyle our brand hopes to inspire.
I began my process by researching trending home-cafe videos on the platform and breaking down the stylistic components of the videos. Many of these reels were centered around recipes that resulted in beautiful drinks, but many of them had complicated multi-step processes that involved brewing coffee. I identified this as a point to showcase our product's distinguishing feature—the convenience of cold brew concentrate. Once I had a solid grasp of the aesthetic of these videos, I spent time adapting and developing recipes for our product to emphasize the multitude of quick and easy ways customers could use Taya Coffee at home.
After formulating the recipes, I practiced filming and editing videos of this genre, which often utilize up beat music with timed cuts between each step of the recipe process. A key feature of these videos is satisfying pour and final presentation shots. To see the full collection of reels I produced, please visit Taya's Instagram Page.