The collaboration with Paper Moon stemmed from the need to unify the digital communication of all the group’s restaurants worldwide. The assignment focused on the creation of shared brand social guidelines, designed to ensure visual and strategic consistency across the various Instagram profiles and to provide clear directives for future partners.

The project began with in-depth research and analysis of the existing profiles, aimed at identifying visual inconsistencies, communication misalignments, and operational needs. From this groundwork, we developed a unified visual system, structuring key graphic and communication elements: colour palettes, typography, layouts, feed and stories formats, tone of voice, and publishing best practices. Art direction then translated the findings of the analysis into a coherent strategy, delivering practical tools and a digital identity aligned with the brand’s values and positioning.

For reasons of confidentiality, we cannot share the developments or the final outcome of the brand guidelines. The images accompanying this description come from photo shoots carried out under our art direction.

Outcome. A clear and structured set of guidelines, capable of ensuring recognition and consistency on a global scale. The social guidelines become a practical and shared tool to support Paper Moon and its partners within a coherent and effective digital ecosystem.