Project Detail
- work
- BODEGA CRUDO
Project
Bodega Crudo
In mid-2024, I began working with Bar Torrente, a cozy neighborhood restaurant in Sant Andreu, Barcelona, founded by chef Roger González, also the owner of Bodega Crudo. The restaurant was known for its delicious, creative, yet simple dishes made with high-quality ingredients, paired with a carefully selected wine list.
My role involved managing their social media and developing a communication strategy that reflected the restaurant’s authentic, relaxed atmosphere and commitment to quality food.
Date :
NOVEMBER 2024 – APRIL 2024
Tags :
COMMUNICATIONS STRATEGY, PHOTORAPHY, VIDEOGRAPHY, SOCIAL MEDIA
Client :
BODEGA CRUDO (TORRENTE 1969)
Work Summary
In late 2024, I was approached by Bodega Crudo, a neighborhood wine bar in Sant Andreu, Barcelona, to take over their social media and help build a more intentional digital presence. I began by conducting a full audit of their existing channels and identifying key areas for improvement. From there, I helped define the brand’s tone of voice and visual direction, aiming to reflect the bodega’s raw, spontaneous character.
Since then, I’ve taken the lead on content production and campaign development—such as the launch of a new menu and the celebration of their first anniversary—working solo and capturing material during live service. My role continues to evolve as we strengthen the brand’s communication while staying true to its original spirit.
Project Overviews
- Social Media Audit: Audit and analysis of Bodega Crudo’s existing Instagram presence.
- Brand Definition: Definition of tone of voice, visual identity, and content pillars.
- Campaign Design: Coordination and design of a 10-day launch campaign for 15 new dishes.
- Content Production: Photography and copywriting aligned with the brand’s new direction.
- Content Templates: Creation of templates for future content (stories, reels, posts).
Step by Step
- Getting to Know the Brand: Initial meetings with Roger and team to understand the essence of Bodega Crudo and its audience.
- Audit and Insights: Review of past posts and performance, identifying inconsistencies and opportunities.
- Strategic Content Planning: Content planning for the new menu launch: visual language, voice, and narrative.
- Capturing the Atmosphere: Photo sessions on-site to capture dishes, mood, and daily life at the bodega.
- Campaign Execution: Daily posts and stories across 10 days, highlighting each new dish with context and personality
- Building for the Future: Development of post-launch guidelines to keep communication consistent over time
Challenges
- The main challenge was translating the spontaneous, DIY charm of Bodega Crudo into a digital format without making it feel overly curated or corporate. Social media had been handled casually and intuitively, which gave it warmth—but lacked consistency. I stepped in to build structure while preserving that voice: informal but not chaotic, sharp but not polished. Adding to the difficulty, I’ve been working alone and only during opening hours, capturing photos on the fly without dedicated sessions—requiring quick thinking and adaptability to keep things authentic and engaging.