Building a Digital Brand Experience for One of Latvia's Finest French Patisseries
A distinctive digital identity for Mulberry Patisserie built through brand strategy, content direction, photography and social media - designed to become part of the city's daily rituals.
- CLIENT
- Mulberry Patisserie
- INDUSTRY
- Hospitality / F&B
- @mulberry.riga
ABOUT THE CLIENT
A French patisserie where every detail matters
Mulberry is a premium French patisserie located in Riga's historic Quiet Centre, inside a restored Art Nouveau building designed by architect Konstantīns Pēkšēns. Created by architecture studio OAD, the interior combines historical elegance with contemporary craftsmanship - becoming an extension of the pastries themselves.
Translated Mulberry's elegant interior and premium positioning into the digital world.
From seasonal campaigns and photography concepts to daily storytelling.
Designed to make Mulberry part of people's everyday routines.
CHALLENGE
Bringing an exceptional physical experience into the digital world
The interior, architecture and pastry craftsmanship already created a remarkable experience for visitors. Our challenge was to make people feel that same atmosphere before they even stepped inside - building a recognizable digital identity that encouraged customers to return again and again.
APPROACH
Building habits, not advertising products
Our strategy was not focused on selling individual desserts. Instead, we positioned Mulberry as part of the lifestyle of Riga's residents - mornings begin with freshly baked bread, afternoons with Italian coffee, weekends with conversations over French pastries.
Communication strategy, tone of voice and digital positioning.
A recognizable social media aesthetic inspired by the architecture and craftsmanship.
Creative direction, seasonal concepts, art direction, photography and planning.
Daily social media management, community engagement and brand development.
EVERYDAY RITUALS
Fresh bread, family mornings, weekend visits
Rather than publishing repetitive product photos, we built seasonal narratives around real moments - a family breakfast, a snowy morning bread run. Each campaign was designed to give customers another reason to return.
A weekend breakfast · A winter bread run at the Beķereja entrance
DIGITAL BRANDING
Translating architecture into digital communication
The elegant interiors designed by OAD became the foundation of the visual language online. Soft colours, natural light, carefully styled compositions and premium photography helped every post feel like an extension of the physical space - including the storefront presence itself.
In-store presence · Mulberry Riga on Instagram - 6,312 followers
CONTENT IN MOTION
From kitchen craft to the everyday moment
Video content sits right alongside photography in the strategy - short, vertical clips built for the way people actually scroll. One shows the bakery's craftsmanship up close, the other captures the quiet ritual of a Mulberry breakfast.
Sourdough being sliced fresh · A quiet breakfast moment at Mulberry
PHOTOGRAPHY & CREATIVE DIRECTION
Showing craftsmanship, not just products
We organised and directed photography sessions, planned concepts, selected styling and created visual narratives that reflected the same attention to detail found inside the patisserie itself. Every image became part of one consistent visual system.
SOCIAL MEDIA
Consistency creates recognition
Over time, Mulberry's digital channels evolved into an extension of the brand rather than a catalogue of desserts. The communication remained consistent across seasons while continuously introducing new products, stories and reasons to visit.
Expert Insight
Angelina
Head of SMM
Great hospitality brands aren't built around products - they're built around habits. When people stop thinking about where to get coffee and instinctively walk into your café every morning, branding has done its job. Our goal with Mulberry was to make the brand part of everyday life, not just another beautiful place on Instagram.
OUTCOME
Turning a beautiful patisserie into a recognizable lifestyle brand
By combining brand strategy, creative direction, photography and consistent digital communication, Mulberry developed a strong and recognizable presence across social media - strengthening loyalty and making the brand part of everyday city life.
WHAT WE DELIVERED
- 01Digital Brand Strategy
- 02Brand Positioning
- 03Content Strategy
- 04Creative Direction
- 05Art Direction
- 06Photography Planning
- 07Seasonal Campaign Concepts
- 08Visual Identity for Social Media
- 09Social Media Management
- 10Community Communication
- 11Content Production
- 12Copywriting
- 13Creative Campaigns
- 14Brand Storytelling
- 15Digital Brand Development
