ANDFOODS× Wendy

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
Shared folder @andfoods.co
Look and feel

The ANDFOODS social style

Our guide for every post: covers, carousels, photos and Reels. So the feed looks like one brand, every time.

The cream is the hero. Real kitchens. One bold line.

Inspired by Minor Figures: the product in real life, short bold statements and a playful mascot. Made ours: product-led for now, with people coming in as the community grows.

What we take from Minor Figures

We take

  • The product in real places, never a studio shelf
  • Hands at work: whisking, piping, pouring
  • One bold line in big type, 2 to 4 words
  • A recurring mascot: our ampersand
  • Colours that come from the product

We leave

  • A feed full of faces. We don't have the community yet, so people come in slowly: Stefan, launch guests, partner cafés
  • Loud neon gradients and psychedelic graphics
  • Shopper lifestyle (in bed, at home). We stay in kitchens and cafés
  • Meme and movie mash-ups
  • Anything that looks like an ad
The 3 pillars · how each one looks
Pillar 1

What they say

Looks like
Quote cards in big type, or a real person saying it to camera
Colour
Purple pop or Fresh Cream background, Mousse text
Text
Their exact words + name and café
Pillar 2

In their hands

Looks like
Mostly hands at work at real counters: Stefan and partner chefs. Faces when we have them
Colour
Natural light, warm but true whites. Strawberry Whip accents
Text
Almost none. A small name tag at most
Pillar 3

Test kitchen

Looks like
Macro texture, whisking, piping, recipes, ASMR
Colour
Mousse brown statements, bright white cream on dark steel
Text
One-word claims: WHITE. STABLE. HOLDS.
The feed grid · example
Kafe Utu
Holds.
"It whips really well, holds really well."Chef name, café
Better than cream.
StatementQuoteStatementPhoto
1 graphic, 2 photos per row. The graphic moves one step each row, so it makes a diagonal down the grid.
Never 2 graphics side by side. Photos carry the feed. Graphics are the punctuation.
Product-led for now: about 1 in 3 photos with a person (often just hands), the rest texture and finished drinks and desserts. More people as partner cafés and fans come on board.
Rotate the colours: Mousse, Strawberry Whip, Purple pop. Purple pop at most 1 in 3 posts.
Every photo shows the cream doing something: whipping, topping a drink, on a dessert. Hands are welcome, faces when we have them. No empty pack shots.
Check the grid before posting. Does it still look like one brand from far away?
Reel covers
In their handsFirst taste
Test kitchenDoes it hold?
What they sayIn their words

Dashed box = what shows in the grid (4:5). The small pillar label is for us only, it never goes on the real cover.

One line, 2 to 4 words, Gabarito Black in capitals, centred inside the 4:5 box.
One word in Strawberry Whip for the payoff. The rest in Fresh Cream.
The cream in the frame (a face is a bonus), sharp and bright. No logo on covers: the profile picture already shows it.
Carousels · example layout · swipe →
3 drinks.
1 carton.Swipe for the recipes
1Matcha cream topWhip 200 ml to soft peaks, spoon over iced matcha
2Coffee cold foamFroth cold, pour slowly over the coffee
3Piped cream topWhip to stiff peaks, pipe on the dessert
Better than cream.DM us for free samples
Slide 1 = the hook: a bold statement on a brand colour, or a strong photo with one line.
Middle slides = one idea each: photo + a cream bar with the step. Numbered.
Last slide = the next step: "DM us for free samples" with the ampersand. Always.
4:5 (1080 × 1350), 5 to 7 slides. Save-worthy: recipes, tips, proof.
Reels
Instagram buttonsWe didn't tell themdairy-freewait for her face 👀
Hook in the first second: up to 6 words, Gabarito Black capitals, top third.
One keyword pop in Strawberry Whip or Purple pop: the ingredient or the payoff word.
Captions: Instrument Sans SemiBold, white, lower case, one short line at a time, in the middle.
Keep text out of the shaded zones (Instagram's buttons cover them).
Sound: the real kitchen first (whisk, pour, laughs), trending audio low underneath.
7 to 20 seconds. End on the cream: topping a drink, on a dessert or in hands. No logo end card.
Photos and stills
✓ Product shot on dark stainless steel
✕ White studio backdrop: too clinical
✓ Natural light, true bright white
✕ Yellow, dark, heavy filter
Product shots on our stainless steel kitchen island. Darker, side light, real metal. It looks like a professional kitchen, and the white cream pops against the steel. 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.
Natural light, slight lift, true colours. Flash is fine at events and parties.
Shoot at counter height, hands in frame, real mess allowed. Close enough to see the texture.
No close-ups of the stickered cartons. Printed cartons arrive in December.
Colours
Fresh Cream#F2ECE6 · backgrounds, text on dark
Mousse#511C06 · text, statements
Strawberry Whip#F7D0D0 · statements, keyword pop
Purple pop#C591F5 · quotes. Max 1 in 3 posts
Type
Better than cream.
Gabarito Black, capitals · covers, statements, hooks
Stefan in action
Gabarito ExtraBold · titles, carousel steps
wait for her face 👀
Instrument Sans SemiBold · captions and small text
Words on screen
Quiet confidence. Short, plain, let the product 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.