InDesign Elements - July 17, 2025
From Plating to Posting: What Makes an F&B Brand Culturally Re-shareable
In today’s scroll-happy world, food isn’t just meant to be eaten, it’s meant to be photographed, shared, memed, and celebrated. But with thousands of F&B brands vying for attention on screens, what makes one culturally re-shareable while another remains just another café on the block?
At InDesign Elements (IDE), we’ve worked with F&B brands across scales to decode this exact puzzle and here’s what we’ve found:
1. Your Brand Needs an Inside Joke With the Internet
You know what gets shared more than a beautifully-plated pasta? A pasta reel that says, “When life gives you lemons, make Alfredo and gaslight your ex.”
F&B brands that understand the meme culture, local slang, and current trends create a brand voice people relate to. The food is the anchor but the tone is the megaphone.
At IDE, we help brands craft their own online personality funny, nostalgic, savage, or poetic that ties back to their core ethos.
2. Visual Storytelling Isn’t a Skill, It’s a Survival Instinct
Posting “aesthetic” images is table stakes now. What makes a brand re-shareable is storytelling through visual series an 8-second Instagram reel that feels like a Michelin-starred ASMR, a carousel that turns your biryani into backstory.
We design content formats where every visual isn’t just beautiful, but narratively sticky tapping into our in-house creative studio, food stylists, and editors who obsess over scroll behavior.
3. Culturally Tuned, Not Just Culturally Aware
There’s a difference between using Ganpati-themed offers and understanding what Ganpati Bappa actually means to your consumer.
Being re-shareable isn’t about jumping on trends; it’s about weaving your brand into India’s cultural fabric — festivals, weddings, inside jokes, cricket, superstition, love, and politics in a way that feels personal.
IDE works deeply with regional insights and hyper-localized content to help F&B brands show up in ways that don’t feel like a “marketing team was trying too hard.”
4. Community-First Content Always Wins
Re-shareability is a two-way street. Brands that feature their customers reposting their reviews, art, memes, or UGC reels end up building a digital family, not just a feed.
We build brand-specific community programs and UGC loops to ensure your fans become your marketers from loyalty-based content contests to gamified feedback loops.
5. Your Packaging is Your First Instagram Post
A box of mithai that says “Emotional damage with a side of kaju katli” has more chances of going viral than the product alone.
In short: Your packaging must tell a story even if your product is off-screen.
IDE specializes in packaging systems that don’t just look premium, but talk back. Quirky, collectible, and even controversial designed with social shareability in mind.
6. Heroing the Maker, Not Just the Meal
Re-shareable brands go beyond “what’s on the plate” and tell the why and who behind it. Is your head chef an ex-lawyer? Does your chaatwala write poetry? Is your R&D led by a 70-year-old grandma?
Give people a story to care about not just a dish to save.
We craft editorial-style content (short docs, blog profiles, IG stories) that builds the lore of your team and your journey.
7. The Brand Must Outlive the Product
If all you’re known for is one good product great. If your brand is known for being fun, meaningful, and progressive you’ll be reposted even when people aren’t hungry.
Our brand strategy frameworks ensure that your F&B business is built around an idea larger than just taste — identity, nostalgia, rebellion, love, mischief, or wellness.
In Conclusion…
The F&B game is no longer just about taste, pricing, or even experience. It’s about memory creation and social identity. A re-shareable F&B brand becomes a part of how people express themselves.
So next time you think about “going viral,” don’t just plate it right brand it right.
Want to make your F&B brand culturally re-shareable?
Let’s talk over chai (or craft coffee) the conversation might just become your next viral story.
Let's Collab
You may also like this
