Antico is an Italian-inspired tableware brand centred around timeless interiors, quiet luxury, and thoughtful living. The brand celebrates handcrafted pieces designed to be lived with, kept, and gifted, encouraging her community to create homes that feel calm, considered, and quietly beautiful.

Founder Lucy had already established a strong aesthetic foundation for the brand, but its social media presence lacked the structure and strategic direction needed to consistently communicate that vision online.

Lucy engaged Esther to undertake a comprehensive social media audit and strategy, bringing clarity, cohesion, and a long-term framework to Antico’s Instagram presence.

Before working together, Antico’s social media presence felt inconsistent.

Posting was sporadic, the feed lacked a cohesive structure, and engagement varied from post to post. Like many founder-led brands balancing multiple priorities, social media had become something that happened in between everything else, rather than being guided by a clear strategy.

Without a defined content framework or planning around key marketing moments, the brand often found itself reacting rather than intentionally building momentum.

Esther began with a comprehensive social media audit, reviewing Antico’s existing content, visual direction, engagement patterns, and overall brand positioning.

From there, the work focused on strengthening the brand foundations and translating Antico’s aesthetic and values into a clear, strategic social media framework.

Together, we clarified the brand’s positioning, marketing priorities, and the role social media should play in supporting the brand’s long-term growth.

The strategy included:

• Defining Antico’s brand foundations, including brand voice, emotional positioning, and the visual cues that make the brand instantly recognisable
• Establishing clear marketing goals and KPIs to ensure social media supports broader business objectives
• Developing a refined visual direction for the Instagram feed to reflect Antico’s calm, elevated aesthetic
• Creating structured content pillars aligned with the brand’s themes of timeless design, Italian-inspired living, and thoughtful interiors
• Designing a strategic content mix to balance inspiration, product storytelling, and brand-building content
• Mapping key marketing moments across the year to allow the brand to plan ahead rather than react

The focus was not simply on posting more content, but on posting with intention, ensuring every piece of content contributed to building a recognisable and enduring brand presence.

The strategy transformed how Antico approaches social media.

Instead of guessing what to post next, the brand now has a clear roadmap guiding content creation, allowing the feed to evolve in a way that feels curated, recognisable, and aligned with its positioning, allowing Antico to attract and nurture a community that resonates with its values of timeless design and intentional living.

With defined marketing goals and KPIs in place, Antico now has a framework to measure success, tracking how content supports brand awareness, engagement, and long-term growth.

Most importantly, the process gave Lucy a sense of clarity and relief. She now has a thoughtfully planned roadmap for social media, with every post building towards a cohesive, recognisable brand presence. The strategy provides direction, confidence, and the reassurance that Antico’s online presence reflects its brand essence.