Five food posts and ad creatives
Bread and Butter, the piece at the top of this page, is labelled a morning breakfast promo. A top-down photo of roasted wedges with red pepper and fresh herbs, in a bowl on a wooden board, fills the left side, and a rust-orange shape with a curved edge covers the right side and holds all the text. At the top is the stand-in name "Your restaurant" beside a small line icon of a thumbs-up above a plate. Below it come Bread and Butter in large cream capitals with an outline, "Morning breakfast promo" in thin italic capitals, a thin rule and a time slot in pale yellow. Small pale yellow line drawings of food sit along the edge of the orange shape.
Kolkata Brunch announces a brunch every Saturday, from 10am to 2pm. The word Kolkata is set in outlined black capitals over Brunch in a bold pink-red script, and below them a tall frame with rounded ends holds a top-down photo of a brunch table: bowls of porridge and yoghurt topped with blueberries, blackberries and strawberries, waffles with honeycomb and a mug of coffee or tea. A ribbon across the foot of the frame reads "Every Saturday Morning". The top of the page is off-white, and a pink-red block cuts diagonally across the lower part, where "From 10am-2pm" sits in white.
The biryani piece sets the line "It's not just food, it's an emotion." above BIRYANI in very large, condensed dark red capitals, both tilted slightly upward, on a red background that darkens to maroon at the bottom right. A clay bowl of chicken biryani, with a star anise, a green chilli and a lemon slice on the rice, sits below the word, and its chicken pieces rise in front of the middle letters while steam drifts across the last ones. Below the bowl are two lines about the dish ("Fragrant rice, succulent meat, and aromatic spices. Dig into layers of rich flavor with every bite!"), the line "Indulge today, because you deserve the best." in white, and a sample web address in a white pill-shaped button.
Healthy Chicken Wrap is the darkest piece in the set. "Healthy" is written in an orange brush script above CHICKEN WRAP in heavy white capitals, on a black background with folds of dark cloth across the top. Flames and sparks rise on the left, and two halves of a wrap, filled with grilled chicken strips, lettuce, tomato and shredded carrot, rest on a wooden tabletop at the bottom. A tomato slice and an onion ring float at the edges, and three white strokes fan out beside the headline. The piece has no restaurant name, price or address.
The medu vada piece is an offer. Medu vada is a South Indian snack made from lentils, and the photo shows a plate of them on banana leaves with curry leaves and a ring of onion. A large cream circle with a faint pattern of line-drawn flowers fills most of an olive green background, and a string of orange and yellow marigolds hangs across the top. The type is green on cream: a stand-in restaurant name in small capitals, BEST SELLER in large serif capitals set on an arc and MEDU VADA under the plate, with a green "ORDER NOW" button below. A red badge with a scalloped edge, reading "GET 50% OFF", overlaps the left edge of the plate.
Across the set, three pieces cut the dish out of its photo and place it on a new background (biryani, chicken wrap and medu vada), while Bread and Butter and Kolkata Brunch keep the photo's own table and background, partly covered by a colour shape in one and framed in the other. Each mixes at least two type styles, such as a brush script over heavy capitals on the wrap, or serif capitals with a bold sans serif on the medu vada piece. In all five, the headline sits beside, above, below or behind the food rather than across it.
Measured against the platform pages above, the four 4:5 pieces are 1080 pixels wide, the widest Instagram keeps a photo, and their shape is inside its range, so Instagram would post them without cropping. To run as feed ads, Meta's guide recommends the same shape at 1440 by 1800 pixels. Kolkata Brunch, at 1587 by 2245 pixels in the original file, is taller than 3:4, so Instagram would crop it to fit.
The five were not made for one business, and each has its own colours and type. When we design for a restaurant, we work from its logo, colours and fonts so that every post looks like the same business; our guide to what goes into a brand style guide explains how those rules are written down. More of our design work, for named clients and as samples, is under design projects.
- Bread and Butter: a 4:5 breakfast promo post, 1080 x 1350 px
- Kolkata Brunch: a Saturday brunch announcement in A4 proportions, 1587 x 2245 px
- Biryani: a 4:5 dish post with a web address, 1080 x 1350 px
- Healthy Chicken Wrap: a 4:5 dish post, 1080 x 1350 px
- Medu vada: a 4:5 offer post with a 50% off badge and an Order now button, 1080 x 1350 px
