The Refillary is an eco-friendly, sustainable refill shop for household cleaning products. The owner struggled with marketing strategy and wanted to increase foot traffic.

I took to Instagram to strengthen brand image, educate followers, and increase the shop’s connection to their community—online and IRL. The challenge was to create brand consistency with very little brand guidance. 

Each post served to establish a personal connection for patrons and advertise benefits to shop products. The goal was to increase shop benefit visibility so followers chose to shop small rather than at big box stores.