Sustainabowl Brand Storytelling & Social Media Strategy

Phase 1: Brand Foundation & Story Direction (First 3 Months)

Goal: Establish a clear and cohesive storytelling style that communicates Sustainabowl’s mission sustainability through delicious, ocean-friendly food.

• Define the brand’s tone and visual language across social channels

• Build a storytelling framework centered on purpose and people: highlighting Chef Justin’s journey, the brand’s environmental mission, and the local culture that inspires it.

• Develop a content rhythm of 3 posts per week mixing cinematic storytelling and authentic, relatable clips.

• Feature Miska as the recurring on-camera face of the brand: creating continuity, personality, and trust with the audience.

• Introduce educational yet digestible storytelling on topics like sustainable food sourcing, ocean conservation and the problem of single use plastics.

Phase 2: Community Growth & Organic Engagement (Months 4–6)

Goal: Build a loyal and engaged community around the Sustainabowl lifestyle.

• Focus on organic reach and storytelling: connecting with local audiences, surfers and environmentally conscious diners.

• Integrate UGC-style content and community highlights (customers, local surfers, musicians, or eco-activists) to make the brand feel inclusive and human.

• Launch a recurring docu-series surrounding conscious food consumption and sustainability.

• Example: “Stories From the Bowl” a recurring mini-series featuring mini docs of people sharing their connection to Sustainabowl, natural foods, ocean conservation, or sustainable living.

• Capture ingredient sourcing, chef prep, and sustainability efforts to reinforce transparency and authenticity.

• Develop short, snackable educational reels about sustainability and local impact to inform while keeping the tone light and inspiring.

Phase 3: Story Expansion & Cultural Integration (Months 7–12)

Goal: Deepen Sustainabowl’s presence as a culture-driven brand that stands for good food and good impact.

• Craft seasonal storytelling campaigns that connect to larger environmental movements.

• Collaborate with local creators, surfers, and musicians to bridge food, art, and coastal living.

• Create short-form mini-docs highlighting the restaurant’s journey and environmental milestones.

• Explore light brand partnerships or local pop-ups that align with the mission (e.g., Surfrider events, cleanups, or ocean-friendly markets).

• Continue to evolve content direction based on audience feedback and organic engagement.

Content Strategy & Cadence

Content Pillars

1. Food & Sustainability – Showcase delicious poke and acai bowls while highlighting sustainable sourcing, zero-waste practices, and local ingredients.

2. People & Stories – Feature Miska, Chef Justin, local farmers, and community members to give the brand a human heartbeat.

3. Education & Impact – Create short, engaging videos about ocean pollution, sustainability tips, and the restaurant’s eco-friendly efforts.

4. Lifestyle & Culture – Capture the surf, skate, and beach life that Sustainabowl represents: authentic, sustainable and mission driven. 

5. Community & Collaboration – Highlight local events, creators, and initiatives that align with Sustainabowl’s purpose.

Posting Cadence

• 3x per week across Instagram and TikTok

• 1 lifestyle/storytelling video

• 1 educational or chef/food-focused post

• 1 community or UGC/repost

• Monthly theme tied to a larger narrative (sustainability topic, seasonal ingredient, or cultural tie-in).

Visual Direction

• Natural light, filmic tones, ocean-inspired color palette.

• Mix of polished storytelling pieces and raw, handheld moments.

• Consistent use of typography and logo placement for brand recognition.

The Outcome

By leading with story, Sustainabowl becomes more than a restaurant,  it becomes a movement for mindful eating and ocean-friendly living. Through authentic storytelling, consistent posting, and community-driven content. We’ll position Sustainabowl as a community for people who care deeply about sustainability and how their choices impact it, starting with what they eat.