Case study · Social identity
Helfy.
A failed brand, a new owner and 100 days to rebuild it in public. We took the brand book and turned it into a feed: a system behind every post, and a documentary series filming every step.
Fresh Fitness Food. Then Calo. Now helfy.
A new owner bought a London meal delivery business that had already been through two names, and was rebuilding it from the kitchen up. Nearly 60,000 people followed the old brand. Most of them knew how the last chapter ended.
The brand had a new look on paper. It needed to show up on social in a way that made every post feel like part of one story, told honestly, with a clock running.
We took the brand book and designed the grid.
A brand book tells you the colours and the type. It doesn't tell you what to post on a Tuesday. We turned it into a set of rules for every format, so the feed looks like one brand at a glance and a week of content takes an afternoon rather than a week.
- Orange is for episodes.Every film gets the same cover: a still, an orange fade, the episode number and the day count.
- Espresso is for the weekly recap."Here's what we got up to this week", built from phone stills in a fixed template.
- Sand is for the evergreen series.Keep or Bin, Myth Meet Fact, Protein Ranked. Posts people save and send.
- The clock is always running.Day 15 of 100 in the bio, on the covers and in the recaps, so people track it rather than scroll past.
The weekly recap.
Seven slides, one fixed stem: the win, what didn't go to plan, the number we're watching, what we changed our minds about, what's worrying us next week. The headline reports, the line underneath does the personality. Built from phone stills in about twenty minutes.
Swipe through week 2
100 days, documented.
Alongside the feed, we are filming the whole rebuild as a documentary series: the kitchen move, the logo argument, the first orders, the team behind them. Mini docs, not clips. A new episode every Friday.
- Episode 01Introducing Joe.The founder, and why he bought a brand that was losing money.
- Episode 02New beginnings.Moving the whole kitchen in a day without missing an order.
- Episode 04The disagreement.Three logos, two opinions, one street vote.
Social identity system · Episode covers and carousel templates · Documentary series · Weekly content
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