THE DAILY RITUAL
Your usual looks good on you.
The Daily Ritual · neighbourhood café
A month of reasons
to come in.
A 30-day social media package for an independent café in Durham Region: thoughtful content that makes the space feel familiar before someone walks through the door.
30-day plan9 designed posts9 captions3 ReelsStories + voice guide
Warm, local, and a little witty.
Content pillars
Products · 35% Drinks, pastries, texture and choice.
People & place · 30% Counter rituals, neighbourhood and the café atmosphere.
Personality · 20% Small relatable moments worth sharing.
Visit prompts · 15% A simple reason to stop by today or this weekend.
Brand voice
Like the person behind the counter who remembers your usual. Short, sensory, conversational. Dry humour when it fits. A gentle invitation rather than a hard sell.
Say: “A little time to yourself looks good from here.”
Avoid: exaggerated claims, invented reviews, fake specials, excessive emoji or “calling all coffee lovers.”
Palette: espresso #392A23 · cream #F7F1E7 · terracotta #A8553B · olive #555E3C. Type: DM Serif Display + DM Sans.
Nine finished social graphics
Square 1:1 compositions. These are vector-style spec graphics; replace or supplement with real café photography for a client campaign.
THE DAILY RITUAL
An afternoon reminder
That 3 p.m. meeting could have been an email.
But the coffee break? Keep it.
THE DAILY RITUAL
Coffee called.
It wants a croissant.
THE DAILY RITUAL
Behind the bar
The little things make the good stuff.
Grind. Pull. Pour. Repeat.
THE DAILY RITUAL
Weekend plans
A slower morning starts here.
Bring the book. Bring a friend. Stay a little.
THE DAILY RITUAL
POV
You came in for coffee. You stayed for a moment to yourself.
We understand.
THE DAILY RITUAL
A new favourite for sweater weather.
THE DAILY RITUAL
Change of scenery
Your desk could use a coffee break.
Take the long way through your to-do list.
THE DAILY RITUAL
Neighbourhood notes
Good coffee. Familiar faces. Right around the corner.
Here’s to the places that feel like yours.
30-day content calendar
Day 1 is any chosen start date. Feed = 9 designed posts + 3 Reels; lighter days use Stories or community engagement. No need to publish 30 feed posts.
Captions for all nine posts
Three Reel scripts
Stories, schedule & discovery
Story ideas
Counter choice: Poll “Espresso or iced latte?” with real drink footage.
The pastry case: Three short clips as items are stocked; name only available items.
Five-minute reset: Window, cup, book; question sticker “What’s your afternoon reset?”
Meet the maker: Staff member shares a favourite drink, with permission.
Neighbourhood note: Tag a nearby independent business after obtaining permission.
Weekend check-in: Current hours and an honest counter snapshot.
Suggested rhythm
Feed: Tuesday, Thursday and Saturday, rotating 2 graphics + 1 Reel per week. Use the ninth graphic as a flexible extra post in week four.
Stories: 2–4 days weekly, preferably shot in the café and posted the same day.
Starting test times: 8–9 a.m. weekdays and 9–11 a.m. weekends. Adjust using account insights after 2–4 weeks.
Keywords: independent café, coffee shop in [actual town], local café, espresso, pastries, neighbourhood coffee.
Hashtag set: Pick 3–5 relevant tags per post, e.g. #DurhamRegionCoffee #WhitbyCafe #OshawaCoffee #LocalCafe #CoffeeBreak. Use town tags only if location is confirmed.
Before a real client publishes
Confirm actual town, menu, hours, prices, availability, café policies, image rights and staff consent. Replace illustrations with real product and space photos where possible. This is a fictional concept; no results, clients, menu offers or operating claims are implied.