Sand

Introduction

SAND, also known as Pickup SAND, is a Dubai based café and sandwich shop offering loaded subs, indulgent desserts and refreshing drinks, known for its rich flavours and comfort food experience.

SAND, also known as Pickup SAND, is a Dubai based café and sandwich shop offering loaded subs, indulgent desserts and refreshing drinks, known for its rich flavours and comfort food experience.

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Client

Sand

Industry

Food & Beverages

For SAND, we developed a content strategy centered around creating highly visual and engaging food content that brought the brand’s indulgent menu to life. Our approach focused on dynamic lifestyle shoots and close up visuals that highlighted the richness of their sandwiches, desserts and beverages in an interactive and appetizing way, alongside trend led reels and pop culture driven concepts to keep the content timely and relatable.

A key creative direction was linking the brand name to its environment, where we conceptualised beach and desert based shoots to reflect “SAND” in a playful and locally relevant way, from picnic style beach scenes with groups of friends to stylised edits featuring sandwiches placed in the Dubai desert.

Through a combination of lifestyle storytelling and distinct visual concepts, we positioned SAND as a memorable and engaging food brand.

For SAND, we developed a content strategy centered around creating highly visual and engaging food content that brought the brand’s indulgent menu to life. Our approach focused on dynamic lifestyle shoots and close up visuals that highlighted the richness of their sandwiches, desserts and beverages in an interactive and appetizing way, alongside trend led reels and pop culture driven concepts to keep the content timely and relatable.

A key creative direction was linking the brand name to its environment, where we conceptualised beach and desert based shoots to reflect “SAND” in a playful and locally relevant way, from picnic style beach scenes with groups of friends to stylised edits featuring sandwiches placed in the Dubai desert.

Through a combination of lifestyle storytelling and distinct visual concepts, we positioned SAND as a memorable and engaging food brand.

Goal

Position SAND as a bold, indulgent café brand through lifestyle driven content creation, showcasing its unique menu while creating crave worthy visuals that drive engagement, discovery and brand recall.

Results

Results achieved in two months.

Impression: 203,661 | Reach: 58.7K | Engagement: 9.6%

Average Instagram engagement sits near 0.5%–1%, with 3%+ widely regarded as strong.

Audience

Casual diners, Families, Social groups, Date-night audience, Tourists, Weekend crowd

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