south melbourne cafe
Brown Boys is an exciting new café set to open in South Melbourne, with a vision to bring bold flavours and vibrant culture to the local food scene. With an anticipated launch in mid-2025, the brand is already laying the groundwork for a strong community presence and visual identity. Lumiefy Studios has partnered with Brown Boys to support its journey from concept to grand opening, focusing on building momentum and brand awareness through a comprehensive, multi-channel strategy.
Our role includes complete social media management, where we’re cultivating an authentic and engaging online presence through curated content, storytelling, and community interaction. We’re also spearheading content creation, capturing high-quality photography and video to highlight the brand’s journey, behind-the-scenes progress, and upcoming menu development. Alongside this, we’re running targeted ad campaigns to build excitement and drive early visibility within the South Melbourne area and beyond.
What sets this project apart is our hands-on involvement in local and physical marketing from flyer distribution and neighbourhood engagement to in-store design assets and campaign strategy for launch day. Brown Boys is not just a café, it’s a brand with a bold attitude and cultural story, and we’re proud to play a role in shaping its identity, building its community, and driving anticipation ahead of its opening.