ZESTIA GREEK STREET FOOD
Blending flavor, fun and strategy to build a buzz-worthy brand.
Zestia is a Michigan-based Greek street food brand serving bold, fresh greek fast-food that not many other restaurants specialized in. As the brand expanded into new locations, it became clear they needed a stronger, more strategic digital presence, one that could capture their energy and stand out in a saturated space. We stepped in at a pivotal moment: the goal was to amplify awareness, build consistency, and turn their social platforms into a channel for growth. With food that spoke for itself and a loyal customer base offline, we focused on high engagement, more local visibility, and creative storytelling that helped Zestia grow and connect online too.
Context & challenge
PROJECT SCOPE
Social Media Design and Management, Content Strategy and Creation, Photography, Digital Brand building.
INDUSTRY
Food & Beverage
Managed as part of my role at Modish Creative, from 2023 - 2024. I focused on Design, Strategy, and Campaigns, in collaboration with the web designer.
Context & Challenge
Zestia is a Michigan-based Greek street food brand serving bold, fresh greek fast-food that not many other restaurants specialized in. As the brand expanded into new locations, it became clear they needed a stronger, more strategic digital presence—one that could capture their energy and stand out in a saturated space.
We stepped in at a pivotal moment: the goal was to amplify awareness, build consistency, and turn their social platforms into a channel for growth. With food that spoke for itself and a loyal customer base offline, we focused on high engagement, more local visibility, and creative storytelling that helped Zestia grow and connect online too.
The creative goal: a flexible and relatable identity that could define them and set them apart.
PROJECT SCOPE
Social Media Design & management, Content Strategist & creation, Digital Brand Building
INDUSTRY
Food & Beverage
Managed as part of my role at Modish Creative, from 2023 - 2024.
I focused on Design, Strategy, and Campaigns, in collaboration with the web designer.
ZESTIA GREEK STREET FOOD
Blending flavor, fun and strategy to build a buzz-worthy brand.
Research & Insights
Zestia’s audience was an even split between Gen Z and Millennials, primarily aged 18–45. Being Michigan-based helped us better understand local engagement patterns, and striking the right content balance was key to resonating with this digitally native, socially engaged group.
Audience Research
Competitive Research
A focused analysis of brands like CAVA, Taco Bell, Sweetgreen, and QDOBA highlighted the impact of bold visuals, conversational tone, and cultural relevance. These insights shaped Zestia’s shift toward a vibrant, street-style identity with a playful, modern voice.
Visual & Verbal style
A bright, vibrant aesthetic with bold food shots and playful design elements paired with met a voice that was casual, cheeky, and never tried too hard.
Visual & Verbal style
A bright, vibrant aesthetic with bold food shots and playful design elements paired with met a voice
that was casual, cheeky,
and never tried too hard.
STRATEGY & APPROACH
Drawing from digital strategy models like the Hero–Hub–Help framework and our market research we adapted a hybrid approach“Culture x Conversion” strategy -
A mix of aspirational visuals, community-focused content , and day-to-day brand moments.
Content Pillars
Crave Culture
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Bold product photography
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Reels about the food itself
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around being a foodie
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Seasonal or limited-time campaigns
*aesthetic, high-impact visuals.
Flavor in Real Life
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Meme-style posts related to food & experiences related to the brand
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Reels about food-lover habits and their lifestyle
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Pop culture tie-ins or trend-based content
*everyday, relatable content
Feed the FOMO
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Creative promotions, offers, and deals
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Food features/highlights
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Countdown or limited-time product teasers
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Exclusive members only app offers
* drive sales, visits, and urgency
Behind the Scene
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Behind-the-scenes content
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Culture-building posts (events, team shoutouts, customer love)
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UGC (User Generated Content) features
* build Brand transparency
Strategy & Insights
Drawing from digital strategy models like the Hero–Hub–Help framework and our market research we adapted a hybrid approach“Culture x Conversion” strategy - A mix of aspirational visuals, community-focused content , and day-to-day brand moments.
For every major promotion—whether it was a new product launch or an anniversary celebration. We created detailed campaign calendars to map out the rollout across platforms. From visuals to hashtags, every element was planned for consistency and impact.
Even the captions followed a casual, witty tone that mirrored Zestia’s personality, making it feel like a friend, not a brand, was talking.
For every major promotion—whether it was a new product launch or an anniversary celebration. We created detailed campaign calendars to map out the rollout across platforms. From visuals to hashtags, every element was planned for consistency and impact. Even the captions followed a casual, witty tone that mirrored Zestia’s personality, making it feel like a friend, not a brand, was talking.
Campaign Centric
For milestone moments like the name change and new sauce launch, I built campaign-specific content that was designed to engage, inform, and create buzz. Interactive stories, launch teasers, and bold visuals were paired with Facebook and Instagram promotions to amplify reach—leading to a noticeable spike in engagement and brand awareness.
Reels That Rolled Out Results
This was the space to get creative. From jumping on trending audios to creating entirely original concepts, I focused on crafting relatable, engaging content that felt native to the feed. The goal was simple, get people to stop scrolling and engage with the brand. Some videos organically hit over a million views, proving the power of pairing cultural trends with brand storytelling. Whether it was playful POVs or meme-style humor, each reel was tailored to spark connection and the results spoke for themselves.
REELS THAT SHOWED RESULTS
This was the space to get creative. From jumping on trending audios to creating entirely original concepts, I focused on crafting relatable, engaging content that felt native to the feed. The goal was simple, get people to stop scrolling and engage with the brand. Some videos organically hit over a million views, proving the power of pairing cultural trends with brand storytelling. Whether it was playful POVs or meme-style humor, each reel was tailored to spark connection and the results spoke for themselves.
THE GROWTH
The content strategy helped Zestia grow from a local favorite to a brand with a bold, memorable online presence. By blending structure with spontaneity, we shaped a voice that felt fresh, playful, and distinctly its own. From viral reels to interactive launches, the work didn’t just drive reach and engagement, it built a digital identity that set Zestia up to become the next big thing.