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Concept project. Ember Table is a fictional charcoal-grill restaurant in Lagos, created to show how I plan and package restaurant content. It is not client work.
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A restaurant post has to do three jobs at once: make people hungry, make them trust the kitchen, and make booking effortless. This sample shows one carousel, one 15-second Reel and a full week of posting for a modern Nigerian grill restaurant, built around one idea: the fire is the star.
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Goal
Turn followers into Friday and Saturday table bookings.
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Audience
Friend groups and couples in Lagos, aged 22 to 38, who choose where to eat from what they see on Instagram.
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Voice
Warm, confident and a little cheeky. Short sentences. Pidgin only where it sounds natural.
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Look and feel: charcoal black (#1A1A1A), ember orange (#E8590C), warm cream (#F6EBDD). Bold condensed headlines, clean sans-serif body text. Every post uses real food, real flame, real hands. No stock photos.
Format: Instagram carousel, 4:5 (1080 x 1350). Purpose: saves and shares, because people save food content they plan to act on.
| Slide | On-slide text | Visual direction |
|---|---|---|
| 1. Hook | WHY OUR SUYA HITS DIFFERENT | |
| Three reasons. Swipe. | Full-bleed close-up of a skewer over glowing charcoal, flame mid-flare. Charcoal overlay at the bottom for the text. Headline in cream, "DIFFERENT" in ember orange. | |
| 2. The reasons | 01 Yaji ground fresh daily. Groundnut, ginger and pepper. Never from a jar. | |
| 02 Charcoal only. No gas. Ever. | ||
| 03 Rested for 4 minutes. So every bite stays juicy. | Charcoal-black background with three numbered rows. Small ember-orange numbers. One macro shot of yaji being sprinkled sits in a circle on the right. | |
| 3. CTA | TASTE THE DIFFERENCE. | |
| Friday and Saturday, 6pm till late. | ||
| Book a table: send us a DM. | Warm shot of a plated suya platter with hands reaching in from both sides. Logo bottom centre. Orange button-style graphic reading "DM TO BOOK". |
Caption:
Most suya is good. Ours is the one you'll be talking about on Monday. 🔥
Fresh yaji. Real charcoal. A proper rest before it reaches your table. That's the whole secret.
Save this for your next group dinner, and send it to the friend who always says "let's just order in."
Fridays and Saturdays, 6pm till late. DM us to book your table.
Hashtags: #LagosFoodie #LagosEats #SuyaLagos #NigerianFood #LagosRestaurants #LagosNightlife #FoodieNaija
Alt text (slide 1): A skewer of suya over glowing charcoal with a flame rising behind it.
Format: Instagram Reel and TikTok, 9:16, 15 seconds. Concept: a sound-first sensory edit. The sizzle is the hook, so the first second has flame and noise, not a logo. Purpose: reach, because sensory food clips are among the most shared formats.
| Time | Shot | On-screen text | Sound |
|---|---|---|---|
| 0:00 to 0:01 | Extreme close-up: flame flares up through the grill as skewers land. | Listen. | Loud sizzle hits on frame one |
| 0:01 to 0:04 | Slow-motion skewers on the grill, smoke curling past the lens. | None | Sizzle continues, soft percussion begins |
| 0:04 to 0:07 | Macro slow-motion: yaji falls onto the meat. | Fresh yaji. Daily. | Percussion builds, one beat per cut |
| 0:07 to 0:10 | Chef flips the skewers, sparks fly, cut to a wide shot of the glowing grill. | Real charcoal. | Beat drop on the flip |
| 0:10 to 0:13 | Plated platter. A hand pulls a piece off the skewer, steam rises. Quick cut to a friend taking a bite and laughing. | Now you. | Music peaks, sizzle fades |
| 0:13 to 0:15 | Logo on charcoal background. | Ember Table. Fri and Sat, 6pm till late. DM to book. | One final sizzle sting |