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SYSTEM CHECK
FETCHING CASE STUDY

TSUKAMIE NOODLE BAR

Digital Presence Overhaul
2025 • Video Production, Visual Design & Content Strategy
Overview
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Established in 2022, Tsukamie is a Halal-certified Asian fusion noodle bar in Bandung that positions itself as a lifestyle ecosystem rather than just an F&B brand.

This project focused on reshaping their stagnant digital presence by shifting away from direct promotional content toward a more cinematic, community-driven, and narrative-led visual approach.

Working closely with the brand team, my role bridged creative vision with daily visual execution. I handled the video production, visual design, and post-production needed to translate their aesthetic goals into a striking and highly-engaged digital presence.

Duration 3 Months
Role Video Production, Visual Design & Content Strategy
Industry F&B / Restaurant
The Challenge
[01]
The Feed Was Selling, Not Inviting

Most posts were built to announce a promo, not to make someone want to sit down and eat. For a restaurant that lives on repeat visits and word of mouth, that's the wrong thing to be optimizing for first.

[02]
No Single Reason to Follow

Without a consistent visual identity, every post had to win attention on its own instead of building on the last one. Nothing compounded, so growth flattened no matter how often the account posted.

[03]
People Trust a Feeling Before a Discount

The account's audience wasn't short on F&B content to scroll past. What made someone stop was the mundane, relatable version of eating out: the wait, the pour, the late-night order, not the price.

"People weren't tired of the food. They were tired of being sold to."

The Solution

[01]

Visual Content System Workflow

A structured content system designed to align planning, production, and publishing across social platforms while maintaining consistency and adaptability over time.

Rather than treating content as isolated outputs, this system frames it as a continuous cycle of decisions, behaviors, and feedback.

Visual Research & Moodboarding

Analyzing brand aesthetics, cultural signals, and visual references as the starting point.

Creative Direction

Translating brand intent into a cohesive visual language and cinematic tone.

Content Architecture

Structuring recurring visual themes: Editorial / Brand Film / Engagement / Aesthetic Showcase.

Storyboarding & Conceptualization

Shaping raw concepts into shot lists, visual hooks, and narrative framing.

Pre-Production Planning

Structuring execution through lighting plans, location scouting, and talent coordination.

Production

Capturing high-quality visual assets across cinematic video and photography formats.

Post-Production & Color Grading

Refining visuals through editing, sound design, and cinematic color grading.

Format Adaptation

Optimizing export ratios, pacing, and visual delivery for specific platform behaviors.

Aesthetic Consistency Check

Ensuring every piece of content aligns perfectly with the established brand visual identity.

Engagement Analysis

Reviewing how audiences interact with the visuals to understand retention and impact.

Creative Refinement

Applying visual and editorial adjustments for the next cycle of production.

[02]

Visual Content Implementation

Implemented a structured content workflow guided by the brand's research and pillars. Managed editorial planning, production, outreach tracking, and publishing to ensure consistent social media output.

Spreadsheet containing qualitative survey responses and audience feedback from Tsukamie visitors.

Photo 01: Visual Audience Mapping

Analyzing aesthetic preferences and visual reception.

Content pillar framework used to structure Tsukamie’s social media strategy and storytelling approach.

Photo 02: Content Architecture

Defining the core visual categories and cinematic direction.

Editorial planning sheet organizing Tsukamie’s content schedule, publishing flow, and production timeline.

Photo 03: Production Scheduling

Weekly shooting schedule and production timeline workflow.

Influencer and outreach tracking spreadsheet used for managing collaborations and campaign coordination.

Photo 04: Visual Collaboration Tracking

Managing aesthetic alignment with partnering creators.

Content performance evaluation sheet tracking reach, engagement, and social media growth metrics.

Photo 05: Aesthetics Evaluation

Monitoring visual reception and evaluating content impact.

Selected Content Outputs

Top Performing TikTok Video

A relatable POV TikTok driving high-retention storytelling and generating significant community engagement without hard-selling.

View on TikTok
162.3K Views
4,467 Likes
51 Comments
2,732 Shares
3,565 Saves

Restaurant Short Tour

A quick and engaging visual tour showcasing the restaurant's interior, cozy dining atmosphere, and authentic brand vibe.

View on TikTok
15.3K Views
254 Likes
13 Comments
31 Shares
12 Saves

New Menu Behind the Scenes

A dynamic culinary showcase revealing the meticulous process and fresh ingredients behind Tsukamie's latest dish.

View on Instagram
43.7K Views
3.2K Likes
793 Shares
1K+ Saves

Community Event Recap

Capturing the energy and high enthusiasm of the crowd during Tsukamie's special collaboration event.

View on Instagram
28.1K Views
1.8K Likes
341 Shares
450 Saves

How to Order Guide

An engaging step-by-step visual guide designed to educate new customers on customizing their perfect noodle bowl.

View on Instagram
52.9K Views
4.5K Likes
902 Shares
2.1K Saves

Trend Jacking

Tapping into relevant social media audio trends with an authentic brand voice to drive broader organic reach.

View on Instagram
85.2K Views
7.1K Likes
1.2K Shares
3.4K Saves

Evening Atmosphere

Highlighting the cozy and cinematic nighttime vibe, reinforcing the authentic Japanese dining experience.

View on Instagram
19.4K Views
1.1K Likes
120 Shares
310 Saves
Micro KOL Carousel Review

Micro KOL Carousel Review

A highly engaging carousel review from a micro-KOL, generating massive organic reach and a strong 4.8% engagement rate.

View on Instagram
43.7K Views
4.8% ER
10 Comments
2,717 Shares
1K+ Saves
30 Repost
Wardah Color Expert Class

Wardah Color Expert Class

A cross-industry lifestyle and beauty collaboration featuring personal color analysis and makeup sessions. The sold-out event generated 10K+ impressions and strengthened Tsukamie's lifestyle brand positioning.

View on Instagram
10K+ Impressions
100% Sold Out
10+ Participants

The Impact

These results reflect overall engagement and audience growth achieved over a 3-month project period.

+10,896%
TikTok Impressions
Growth in TikTok impressions within the first 3 months through a more structured and cinematic visual content rollout.
+441%
TikTok Profile Visits
Increase in TikTok profile visits alongside +304% new audience growth driven by consistent social media activity.
162.3K
TikTok Views
Top-performing TikTok content reaching a 5% engagement rate through relatable short-form storytelling.
60K+
Total IG Views
Total organic views on Instagram during the project, highlighted by a single KOL post reaching 43.7K views.

Behind The Scenes

Behind The Scenes 1
Behind The Scenes 2
Behind The Scenes 3
Key Takeaways

+10,896% looks like the headline. 5% engagement on the top TikTok is the actual proof.

A stagnant account going up by four digits in percentage terms mostly says the starting point was low. What's harder to fake is the 5% engagement rate on the best-performing TikTok, a plain, unhurried POV of ordering and eating, no discount mentioned. That's the number that says the content itself was working, not just that there was more of it.

The best-performing posts had no offer in them at all.

The promo carousels and loyalty-program pushes did their job, but the content that actually pulled people in was the mundane, unremarkable stuff: the pour, the wait, the late-night order. That's a specific pattern, not a general belief in "storytelling," and it's the one worth repeating on the next brand.

A content system is only proof of discipline, not proof of taste.

The 11-step workflow kept output consistent, which mattered after months of inactive posting. But consistency alone doesn't explain why the POV video outperformed the rest; that came down to a specific creative call about what "relatable" meant for this brand, not the system that shipped it.

Credits

Strategic & Creative Direction

Content Strategy & Production

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