Four brands. One group. A social presence that had to work for all of them.
Execution within existing guidelines. Consistency across a portfolio.Basiligo is one of Dubai's established healthy meal plan brands — a group that has grown from a single concept into a portfolio of four distinct offerings, each with its own audience, tone, and product positioning.
The brief was social media content creation and management across all four brands. Working within existing brand guidelines, the task was to produce content that was consistently on-brand, visually compelling, and built to perform on social — without the assets feeling templated or repetitive.
Product photography, educational content, lifestyle posts, seasonal campaigns, and product launches all needed to hold together across four feeds simultaneously.
Each brand served a distinct segment of Basiligo's customer base. Managing content across all four required understanding each audience, each product range, and each brand's tone of voice — then executing consistently across all of them without the work bleeding together.
The core brand. Elegant, aspirational food content built around the "Live Deliciously" positioning. Product photography, meal highlights, educational nutrition content, and seasonal campaigns.
Positioned specifically for the Arabic-speaking UAE market. Content balanced motivational messaging with product-led posts, designed to resonate culturally while staying on-brand.
A vegan meal plan brand with a grittier, lifestyle-forward aesthetic. Content leaned into the vegan community and active lifestyle positioning with darker, more editorial imagery.
The dessert sub-brand. Content focused on product photography of keto-friendly sweets — cookies, madeleines, bread — shot and styled to make healthy indulgence feel genuinely desirable.
Basiligo's flagship feed balanced two content modes — aspirational lifestyle posts that reinforced the brand's premium positioning, and product-forward content that communicated the meal range clearly and appetisingly. The "Never Miss a Meal Again" and "Stay Full Throughout the Day" posts extended beyond product photography into concept-driven creative, using graphic elements to make product benefits feel felt rather than stated.
The BSweet content challenge was straightforward but demanding — make keto-friendly desserts look genuinely indulgent. Tahina cookies, chocolate madeleines, peanut butter cookies, gluten-free Arabic bread. Each post needed to make the product the hero without leaning on diet-culture messaging. Clean food styling, marble and dark surface pairings, and minimal text overlays kept the aesthetic premium.
LoseWeight served the Arabic-speaking market with bilingual content that required cultural sensitivity alongside brand consistency. Plant Power, the vegan arm, demanded a different energy entirely — darker, more lifestyle-forward, built around the conviction of the vegan community rather than the polish of a meal plan service. Both feeds ran simultaneously, each with their own tone while sharing the broader group's production standards.
Content production across four brands meant delivering product shots, educational posts, lifestyle imagery, quote cards, and campaign assets on a consistent weekly cadence. The educational content — like the Chia Seeds benefits post — required balancing nutrition accuracy with visual appeal, keeping the feeds informative without becoming clinical.
