CHIPA MADRID
Repositioning a traditional Argentine empanada restaurant for a younger Madrid audience through photography, content strategy, and a complete social media overhaul.
The Challenge
Chipa had great food but a forgettable presence. Their empanadas were authentic and delicious, but nothing about their visual identity communicated that. The Instagram was inconsistent, the photography felt amateur, and the brand was invisible to the young, food-obsessed Madrid audience they wanted to reach.
The goal wasn’t just better photos — it was to build a visual system that would make Chipa feel like a destination, not just another empanada spot. Every shot needed to tell a story of craftsmanship and quality that justified premium positioning in a competitive market.
Photography
I developed a dark, moody visual direction with warm golden lighting that elevates the food from casual to aspirational. The approach was intentional: dark backgrounds isolate the product, warm tones create appetite appeal, and tight compositions highlight the handmade textures that make Chipa’s empanadas special.
Instagram: Before & After
The content strategy went beyond aesthetics. I built a cohesive feed structure that balanced product shots, behind-the-scenes moments, and branded content — turning an inactive account into a consistent visual identity that drives real engagement and foot traffic.
Before
After
