Challenge
Apricot's Instagram feed relied heavily on generic stock lifestyle imagery that failed to resonate with the target audience of working mothers and eco-conscious consumers. As a startup with limited brand partner inventory at launch, the social media presence missed critical opportunities to build brand awareness and showcase partner products effectively.
A visual audit revealed inconsistencies between brand guidelines and social media execution, creating a disconnected brand experience. The challenge was establishing a cohesive visual strategy that balanced inspirational content with product storytelling while staying true to Apricot's bold, whimsical brand identity—all within startup constraints.
Product-focused content
A strategic visual framework was developed to showcase products while reinforcing Apricot's brand identity. Product photography was combined with signature Apricot gem graphics and hand-drawn line illustrations, creating cohesive branded moments that differentiate from generic e-commerce imagery.
The design system provides a spectrum from expressive to functional—allowing flexibility while maintaining brand consistency. This ensures every product feature feels distinctly Apricot, balancing commercial objectives with the brand's playful, artful personality.
Brand voice & message-driven content
Beyond product storytelling, three message-driven content types were designed to build community, amplify partners, and express brand personality:
"In Her Words" Series: Features community voices paired with the Apricot "A" logo, creating authentic connection through personal perspectives.
Brand Partner Quotes: Utilizes prominent quotation marks with minimal layouts, allowing partner messaging to resonate while maintaining visual consistency.
Brand Moments: Expressive compositions showcasing Apricot's playful spirit through hand-drawn typography and illustrations—creating shareable moments that embody the brand's whimsical personality.
This strategic approach ensures varied content serves distinct purposes while maintaining visual cohesion across the feed.
Outcome
The comprehensive design system established clear guidelines for product features, quotes, and brand moments, enabling the marketing team to maintain consistency while scaling content production. The result is a carefully curated social media presence with consistent energy flow and visual rhythm—balancing inspirational editorial content with product-focused storytelling. Each post and story leverages vibrant colors, eye-catching compositions, and Apricot's signature design elements to create impactful visual narratives. Throughout the process, the work was presented to industry leaders including Kelly Cutrone, receiving valuable validation and feedback that informed the final direction.
