Hi Alex and Laura
Your Instagram posts, all in one place. Watch each one, read the caption, say yes. Then see how it does.
0days to the launch
Posted0 / 16
Followers79 / 200Goal: 200 unlocks trial reels
Saves + shares0Our main score
Up next
How it works
1
We shoot and edit
Each post is made for you, from café visits, the kitchen and your events.
2
You say yes
The finished post and caption land here. Tap yes, or ask for a change. Please reply within 48 hours.
3
We post, you see results
Live Instagram numbers update twice a day under Results.
The grid
What's coming
andfoods.co
0 posts79 followers
Numbers show the posting order. When a post says "Ready for you", tap it to watch it, read the caption and say yes.
Results
How it's going
We count saves and shares, not likes. They tell us a post was worth keeping or sending to a friend.
The plan
Winning baristas and chefs first
A 2-month test, 2 posts a week. Café look, ingredient story. Built from your questionnaire and our kick-off call.
Investor-ready by JanuaryA page that shows real Singapore cafés using the product.
200 followersUnlocks trial reels, so we can test new hooks for free.
Saves + sharesOur main score. Every post must be worth keeping or sending.
3 content pillars · tap to flip
How we talk about it
Always
- Say "dairy-free", never just "cream"
- Coconut oil is the only fat
- The neutral taste lets matcha and coffee come through
- Show it in the hands of baristas and chefs
- End with how to request a sample
Never
- Say it is "healthier"
- Lead with "vegan"
- Mention the capital raise
- Close-ups of the carton until the printed ones arrive in December
Key dates
The team
WendyContent, posting, results
LauraApprovals and main contact
AlexBackup approvals
StefanThe face in the kitchen
Files
Look and feel
The ANDFOODS feed
Our guide for every post: the grid, covers, Reels, carousels and photos. So the feed looks like one brand, every time.
Texture you can almost hear.
Close-ups of the cream doing what it does best: pouring, whipping, swirling and holding its shape. So close it fills the frame. One colour world per post, real sound, very little text. Like rhode: the texture is the product.
The feed at a glance · mock-up
a post you can almost hear:1ANDFOODS
the next generation of cream2
N°01FEELS LIKE…NOV2026ANDFOODS.CODAIRY-FREE3
textures ofthings we whip4
DOES IT HOLD?5
dairy or not?ab6CREAMCREAMCREAMCREAM
dairyfree7
8
real kitchen9
the drip1011
made forbaristasholds its
shape12
A mock-up to show the look, not final posts. = Reel. Real posts start Thu 29 Oct.
- Close-upReel · coffee and cream, full frame
- & windowour ampersand, cream inside
- Close-upfull frame, magazine corners
- Close-upfull frame, one soft line
- The whipReel · peaks that hold
- Guess whichReel · the launch taste test
- Word walla drink from above on one word
- Close-upfull frame, no words
- In their handsReel · a real kitchen
- The dripReel · colour stage
- Round badgewho it's for
- Close-up + stickers2 short facts on the texture
3 hero shots · what we film first
matcha
whip
whip
Filmed by Wendy, on our steel island, from Thu 29 Oct. Real cream, real sound, real light. These 3 shots carry the feed.
Phone in slow motion (120 or 240 fps), close up, on a stand. Light from the side so every bubble and ridge shows.
Record the sound up close: the whisk, the pour, the ice. That sound is half the post.
Our moodboard · what we take · swipe →
rhodeThe texture is the product. Glossy close-ups like a beauty swatch, one colour per post, tiny lowercase type.
A bold café gridFood on full colour backdrops with hard flash. The logo over a texture. Collage tiles.
A matcha bar gridOne colour story. A word repeated behind a drink. Round stickers with short lines.
A moody food photographerDeep brown, macro textures, light and shadow from the side.
A pastry posterGlossy frosting, very close. One elegant word across the photo.
Coffee shop feedsFoam bubbles, cups in stacks, steel tables. Real places, real use.
The "you and me" drinksDrinks seen from above become the characters. Playful, no faces needed.
We take
- Close-ups so sharp you can feel the texture
- One colour world per post
- Layers: cut-outs, stickers, a word behind a drink
- Hard light and real shadows, never flat
- Playful props instead of people
We leave
- A feed full of faces. We don't have the community yet
- Loud slogans and sassy lines
- White studio backdrops: too clinical
- Anyone else's images. We take the idea, never the photo
Colour worlds · one per post
The backdrop matches the flavour. Two posts in the same colour never sit side by side or on top of each other.
CoffeeMousse #511C06 · the pour, cold foam
MatchaSage #B9C9A3 · the matcha whip
StrawberryStrawberry Whip #F7D0D0 · desserts, the drip
Pure creamPurple pop #C591F5 · our loud one, about 1 in 4 posts
KitchenBrushed steel · our island, the whip
PaperFresh Cream #F2ECE6 · word walls, badges
The grid · rules
Half the grid is full-frame close-ups. The texture fills the whole tile, edge to edge, no backdrop. So close you can almost feel it.
The other half mixes it up: colour stages, Reels and layered tiles (word wall, stickers, & window, badge). Never 2 layered tiles side by side.
Words on a close-up: one small line in the middle ("a post you can almost hear:"), or tiny magazine labels in the corners (ANDFOODS.CO, DAIRY-FREE, N°01). Or nothing at all.
Light, dark and colour take turns. The same colour world never touches.
About half the posts are Reels: slow, satisfying texture. Every Reel gets a designed cover that fits the grid.
Never flat. Every tile has depth: grain, a real shadow, a cut-out, a sticker, or a crop that runs off the edge.
Type on about 1 in 3 tiles. When the texture is good, let it talk.
The cream is always the brightest thing in the frame. Bright white, never yellow.
The 3 pillars · how each one looks · swipe →
Pillar 1 · most posts
Test kitchen
- Looks like
- ASMR textures: the pour, the whip, the matcha whip. Recipes and tests
- Colour
- Steel, Mousse or the flavour's colour world
- Text
- One soft word, or a short claim: HOLDS.
Pillar 2
What they say
- Looks like
- First reactions from the launch, "guess which" taste tests, quotes as stickers
- Colour
- Purple pop or Fresh Cream
- Text
- Their exact words + name and café
Pillar 3
In their hands
- Looks like
- Hands at work at real counters: Stefan and partner chefs. Faces when we have them
- Colour
- Natural light, true whites, Strawberry Whip accents
- Text
- Almost none. A small name tag at most
Reels · slow and satisfying
Instagram buttonslisten to thissoft peaks, then stiffThe first frame is already satisfying. Start mid-pour or mid-whip. No slow intro.
Real sound first: whisk, pour, ice, spoon. Trending audio only very low underneath, or none.
7 to 15 seconds, and it loops: the last frame leads back into the first.
Text is optional: one short lowercase line in Instrument Serif, or a 2 to 4 word hook in Gabarito Black. Captions on for any speech.
Keep text out of the shaded zones (Instagram's buttons cover them).
End on the cream: a peak that holds, a full glass, a spoonful. No logo end card.
2 Reel formats we make first
giantdrink
Reel covers · designed for the grid
the pourDoes it hold?Dairy or not?Dashed box = what shows in the grid (3:4, the middle 1080 × 1440 of the 1080 × 1920 Reel).
The cover is its own designed image, made to sit next to its neighbours in the grid. It doesn't have to be a frame from the Reel.
Words: either one soft lowercase line in Instrument Serif, or 2 to 4 words in Gabarito Black capitals with one payoff word in Strawberry Whip.
No logo on covers. The profile picture already shows it.
Carousels · one long image · 5 slides max · swipe →
Each carousel is designed as one long picture and cut into 5 slides. Something always crosses the cut, so people keep swiping.
▶ video slide
3 drinks.1 carton. 1 · matcha cream top 2 · iced latte, cream top DM us for free samples 1/52/53/54/55/5
A · Textures + product stickers. Full-frame textures side by side, finished drinks cut out like stickers across the cuts, and 1 video slide.
▶ video
holds itsshape cold
foam. 3 STEPS · DAIRY-FREE 1froth it cold 2pour it slow 3let it float DM us for
free samples 1/52/53/54/55/5
B · The drip. A band of cream runs across all 5 slides and drips. The last drip lands in the drink on slide 5.
5 slides, never more. One long canvas, 5,400 × 1,440, cut into five 1,080 × 1,440 slides (3:4).
Something always crosses the cut: a product sticker, a drip or a texture. That's what makes people swipe.
Mix full-frame textures with the finished product. Cut the drink out like a sticker and lay it on top of the texture.
1 video slide for texture in motion (the pour, the whip). Bake the edges of the crossing stickers into the video, so the scroll stays seamless.
Slide 1 works alone in the grid. Slide 5 is always the next step: "DM us for free samples".
Photos and stills
Product shots on our stainless steel kitchen island, or on one flat colour paper from the colour worlds. No white studio backdrops.
The cream must look bright white. It's one of the product's big claims, so never warm it into yellow.
Side light or hard flash, so ridges, bubbles and peaks throw real shadows.
Fill the frame with the texture. Closer than feels normal.
No close-ups of the stickered cartons. Printed cartons arrive in December.
Colours
Fresh Cream#F2ECE6 · backgrounds, text on dark
Mousse#511C06 · text, coffee world
Strawberry Whip#F7D0D0 · stickers, keyword pop
Purple pop#C591F5 · the loud backdrop, about 1 in 4
Type
Holds.
Gabarito Black, capitals · hooks, claims, stickers
the pour
Instrument Serif italic, lowercase · the soft word on a texture
Stefan in action
Gabarito ExtraBold · titles, carousel steps
listen to this whisk
Instrument Sans SemiBold · captions, corner labels
Words on screen
Quiet confidence. Short and plain. Let the texture show it. No hype words.
Always "dairy-free". Coconut oil is the only fat. Never "healthier", never lead with "vegan".
Speak to the pros: baristas and chefs, not shoppers.