Biggby Coffee is a rapidly growing coffee franchise known for its energetic brand, loyal customer base, and strong corporate identity.

At the local level, franchise owners often rely heavily on corporate-provided assets and templated content to maintain consistency across locations. While this ensures brand alignment, it can limit the ability for individual stores to connect authentically with their local communities.

Pauly Vision was brought on to support four franchise locations with the goal of elevating their organic social presence, while staying fully aligned with Biggby’s established brand guidelines.

The challenge wasn’t awareness, it was connection.

Each location had an opportunity to:

• Move beyond templated content and create a more localized, human presence
• Showcase real, in-store experiences through lifestyle photography and authentic moments
• Build community-driven engagement instead of relying solely on corporate messaging
• Scale content output consistently across multiple locations without sacrificing quality or brand integrity

The goal was to strike a balance:
Stay on-brand, but feel real.

This meant introducing:

• Lifestyle-driven visuals
• In-store photography and real customer moments
• Branded content that extended beyond corporate-provided assets
• A consistent publishing cadence that kept each location active and relevant