TSUKAMIE NOODLE BAR

Visual Execution & Content Systems
2025 • Visual Execution & Analytics
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
Industry F&B / Restaurant
The Challenge
[01]
Stagnant Digital Growth

Inconsistent engagement and declining content performance due to inactive posting and a lack of structured visual direction.

[02]
Fragmented Identity

The brand lacked cohesive visual pillars, leading to a disconnected and confusing aesthetic.

[03]
Promotion Fatigue

Previous content felt overly promotional, lacking the atmospheric visual storytelling needed to resonate deeply with the community.

"Revitalizing an inactive F&B digital presence through cinematic storytelling, striking visuals, and a structured content system."

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 IG
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 IG
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 IG
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 IG
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 IG
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 IG
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 IG
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

Strong systems enable sustainable creative execution.

Clear planning and structured workflows helped turn content production into a more consistent and manageable process over time.

Relatable storytelling drives stronger audience response.

Content that leaned into narrative and community context consistently performed better than direct promotional messaging.

Consistency builds recognition over time.

A unified direction across visuals and content helped shape a clearer and more memorable digital presence.

Credits

Strategic & Creative Direction

Content Strategy & Social Media

  • Aulia Nazhirah (Content Strategy, Social Media, KOL, Partnerships & Talent)

Visual Execution & Production

Looking to build a stronger digital presence for your brand?

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