1. Immersive Visual Storytelling
Sammas recognised that Afrikana’s food is more than just a meal—it’s a cultural experience. To bring this to life on social media, Sammas focused on immersive visual storytelling that highlighted the colours, textures, and artistry of Afrikana’s dishes.

Key content elements included:

• Vivid food photography that captured the vibrant colours of Afrikana’s dishes, such as jollof rice, suya skewers, plantain platters, and flavourful curries. Each dish was styled to emphasise its bold presentation and mouthwatering appeal.
• Close-up shots of key ingredients, spices, and herbs, such as African pepper, coriander, and ginger, to showcase the authenticity of the cuisine.
• Cultural details integrated into each post, such as traditional serving styles, woven baskets, and Afrocentric table settings, bringing Afrikana’s African heritage into the frame.

2. Focus on Drinks & Fusion Cocktails
Afrikana’s signature cocktails and drinks were also a key part of the brand’s offering, and Sammas made sure they stood out on social media. Using high-quality videography and photography, Sammas created content that showcased:

• Creative fusion cocktails like the The Afrikana Fruit Punch and Cloud Nine, with slow-motion pours, colourful garnishes, and stunning glassware to captivate followers.
• Close-up videos of bartenders crafting cocktails, mixing fresh African ingredients like tamarind and hibiscus, and using exciting techniques such as dry ice for added visual drama.

3. Dynamic Reels and Stories
Recognising the importance of short-form video content, Sammas leveraged Instagram Reels and Stories to highlight Afrikana’s food preparation, customer reactions, and the restaurant’s lively atmosphere. Key elements of the video strategy included:

• Behind-the-scenes content of chefs preparing signature dishes, giving followers a sneak peek into the magic of Afrikana’s kitchen.
• Interactive Reels featuring popular African dishes being served, drizzled with sauces, or plated with vibrant garnishes, engaging viewers with tantalising visuals.
• Customer experience snapshots, with diners enjoying meals, tapping into the community-driven and celebratory aspect of African dining culture.

4. Consistent Visual Identity
Sammas worked to develop a consistent visual identity for Afrikana’s social media channels, using a colour palette inspired by African earth tones—deep reds, golds, oranges, and greens. This visually linked the online content with Afrikana’s in-restaurant design and branding. Posts were also organised into visually cohesive grids on Instagram, ensuring a professional and aesthetically pleasing look when viewed collectively.

5. Engaging Captions and Storytelling
Sammas paired stunning visuals with engaging, culturally-infused captions that told the story behind each dish. From explaining the origins of a dish like peri-peri chicken to highlighting the use of indigenous African ingredients, each post offered followers an insight into the cultural and culinary significance of Afrikana’s menu. Sammas also used calls to action to encourage users to tag friends, visit specific locations, or book tables for upcoming events or special menu items.