Social Media for The White Crow Books & Coffee

Bookish conversations for a community of readers

For The White Crow Books & Coffee, a bookshop by Reliance Brands Limited at the swanky Jio World Drive in Mumbai, we developed a visual identity and social media strategy that reflects the shop’s modern aesthetic and wide-ranging curation. Our aim with the brand’s Instagram was to form a community of readers across all ages and genres in the city. We chose to bring in flash photography to highlight the bookshop’s vibrant, well-lit environment, collaborated with artists and writers to establish the bookshop as a refuge for creative minds, and created engaging content that fostered bookish conversations — online and at the bookshop.

Crisp, flash photography reflected the bookshop‘s vibrant energy.

Thematic illustrations were designed to help the bookshop connect with a wider audience on Instagram.

In contrast to the usual reading challenges that occur at the start of a year, we ran a ‘Year-End Reading Challenge’ that prompted readers to catch up on their reading lists — after all, it’s never too late. 

One of the distinct features of the bookshop is its stellar coffee machine. Bringing coffee into the narrative on its Instagram was a key part of the brief.

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