El Noi del Pa Sense Gluten: Social Media Content

EL NOI DEL PA · SOCIAL MEDIA

After the redesign of the digital ecosystem, I took over the creative direction and content production for the bakery’s social media. The challenge: to communicate the authenticity of the workshop and turn “gluten-free” into an aspirational value, not a limitation. The result is a coherent feed where product, process, and community share the same visual language.

ROLE

Content Creator & Social Media Designer

CLIENT

El Noi del Pa Sense Gluten · Barcelona

GOAL

To increase local visibility, humanize the brand, showcase the artisanal process, and connect with Barcelona’s celiac and foodie community through Instagram.

CREATIVE DIRECTION

Natural light, toasted and ocher tones, close compositions and textural detail. Warm typography that reinforces the artisanal character without falling into rustic clichés. Every piece of content —photo, video, copy— comes from the same visual guideline built to be recognizable from the first scroll.

Content pillars

• Product — Curated photography highlighting bread’s texture and color.
• Process — Behind-the-scenes of the workshop and hands kneading dough.
• Community — Events, local festivities (Sant Jordi, Easter, Croissandfest) and collaborations.
• Education — Ingredients, traceability, and why gluten-free bread can also be delicious.

INSTAGRAM PROFILE

FEED

REELS

Content in motion: process, product in action and small stories from the bakery.

RESULTS

• Recognizable feed: consistent visual language that communicates the artisanal essence in every post.
• Active community: organic interaction with local customers and Barcelona’s celiac community.
• Seasonal content: campaigns tied to local festivities (Sant Jordi, Easter, Croissandfest) that position the brand within the Catalan cultural calendar.
• Omnichannel storytelling: integration of social content with the website and Glovo to reinforce every touchpoint.

KEY LEARNINGS

• Visual consistency first: a feed with its own language builds instant recognition.
• The process sells more than the product: showing hands, flour and oven connects better than a perfect still life.
• Craft needs rhythm: alternating product, people and process avoids saturation.
• Listen to the community: stories and comments are a real source of content.