The client
Mega Bakes is a Surabaya cookies maker working to order — nastar, butter cookies, sago cookies, and hampers built around them. The whole proposition sits on one decision: they bake with Wijsman butter. In a category where every seller claims premium and the tins look identical in a photograph, that is the single fact worth being known for.
It is also a seasonal business. Cookies are bought in bursts — Eid Mubarak, Christmas, Chinese New Year, and the hampers people send for engagements and birthdays in between. A buyer who does not remember you in the four weeks before a holiday does not buy from you at all that year.
What we did
The account had to look established before the business was. So we built it as a system rather than a stream of posts: a fixed palette of deep green and cream, the round Mega Bakes seal placed consistently, and a small set of post templates the range slots into — a product shot, a claim set in type, a price card, a seasonal offer. Scrolled quickly, the grid reads as one brand rather than as a folder of photos.
Then the photography, because cookies are genuinely hard to shoot. It is small, pale and repetitive, and it disappears against a light background. We shot it on the deep green, in the containers it actually ships in, close enough to read the texture — because the crumb is the argument. The claim on the grid is "crisp, buttery, irresistible", and the pictures have to earn it rather than just assert it.
The copy does the work the pictures cannot: what is in it, what it costs, who it suits, and the Wijsman butter said plainly rather than implied. Every post ends where the business needs it to — a WhatsApp number, made by order.