Food & Beverage
Small Business
Branding
Social Media

BILOK Brand & Instagram Strategy

Branding and Instagram strategy for a home-based business specializing in cute marshmallow figurines

Client
Small family business
Duration
Nov 2021 – Feb 2022 (3 mos)
My role
Brand Designer & Content Strategist
Team
Solo project
Deliverable
Brand Identity & Instagram Visuals

Project Overview

This project involved building the visual identity, Instagram shop structure, and marketing assets for a small family-run confectionery making creative marshmallow figures.

The goal was to help the founders launch their first social media sales channel, establish a charming, trustworthy brand image, and create all communication materials and templates, handling everything from logo to first product photoshoots.

My Role & Responsibilities

Developed the logo and full visual identity system for the brand, including color palette and typography.

Organized Instagram page structure: planned highlights, designed covers, and prepared templates for posts and reviews.

Styled, photographed, and documented product batches; defined product sizing, packaging, and price points for the shop.

Wrote product descriptions, service and delivery info, ingredient lists, and initial microcopy for Instagram launch.

Project Story

BILOK started with a single bunny-shaped marshmallow, handcrafted for fun – then turned into a local business making edible art.
The owner loved making bunnies most, so the brand identity grew from her favorite creation. The name “BILOK” was chosen because marshmallows are primarily made from egg white (Ukrainian “білок”), and the product figures start as white shapes before being decorated. This influenced the brand’s light, white-centric color palette and overall visual identity.
I was invited to help transform this hobby into a brand – developing the name, logo, visual system, and Insta-shop presence. Every detail aimed to catch the eye, spark a smile, and make the products irresistible to new fans online.

My Contribution

Brand Identity Creation

Designed the logo combining marshmallow and bunny elements, establishing a cohesive visual system with light color palette reflecting the white base of the products.

Instagram Shop Setup

Built the complete Instagram presence from scratch – organized highlights structure, created branded covers, and designed reusable templates for customer testimonials.

Product Photography & Documentation

Conducted initial product photos and videos to set visual standards and documented the process for consistent future content creation.

Market Research & Pricing Strategy

Analyzed competitors in the marshmallow/confectionery niche and collaborated with the founder to establish competitive pricing across different box sizes (XS, S, M, L).

Content & Communication Strategy

Developed all written materials including product descriptions, ingredient information, delivery terms, and Instagram captions to guide customers through the buying process.

Project Impact

This passion project helped a small family business establish a professional online presence and a systematic approach to social media marketing. The comprehensive branding strategy provided them with all the necessary tools to maintain a consistent brand image and effectively communicate with customers through Instagram.