Shady

Shady came to us as a premium canned iced tea brand with a strong product and founder story, but no clear social strategy.

We audited the existing feed, mapped the competitive landscape, and developed three ICPs: Zara, Bilal, and Hadia. This revealed a scattered feed, inconsistent visual direction, no recurring formats, and untold stories around the founders, product, brewing process, and stockists.

We then built a full brand and content strategy around five content pillars (Product, Culture, People, Education, Entertainment), four recurring series (Shady Spotted, Flavour Friday, Who's Carrying Us, Shady Says), a defined visual direction and brand voice, a 30-day content calendar, and organic growth tactics focused on seeding, collaborations, and stockist discovery.