Spyhouse Coffee Roaster

Portfolio — Social Media & Content Creation

Spyhouse
Coffee Roasters

Building a visual identity and engaged community for one of Minneapolis's most beloved independent coffee roasters — one carefully crafted post at a time.

Social Media Management Content Creation Instagram Short-Form Video Brand Storytelling

About Spyhouse

Spyhouse Coffee Roasters is a Twin Cities institution — a specialty roaster and retailer with seven café locations across Minneapolis, St. Paul, and Rochester. Known for sourcing and roasting exceptional single-origin coffees, Spyhouse cultivates a community of passionate coffee lovers through craft, curiosity, and a genuine sense of place.

My role

I manage the Instagram presence for Spyhouse's Rochester café, handling content creation and social media strategy. My work translates the brand's craft-forward identity into a consistent, visually compelling feed — building community through authentic storytelling and scroll-stopping content.

Scope of work

Social media management

Content creation

Instagram strategy

Short-form video / Reels

Caption writing

Community engagement

The approach

Craft-forward content for a community-first brand

Spyhouse isn't just a coffee shop — it's a destination. The content strategy centers on making that feel true online: showcasing the artistry behind each cup, the warmth of the spaces, and the people and moments that make the Rochester location worth visiting. Every post is built to feel intentional, visually consistent, and true to the brand's identity.

Visual storytelling

Photography and video that captures the texture and mood of specialty coffee — from espresso pours to seasonal drinks to the quiet atmosphere of the café itself. The aesthetic is warm, editorial, and unhurried.

Community connection

Content that speaks to regulars and newcomers alike — celebrating the ritual of coffee, highlighting the people behind the bar, and giving the Rochester community a reason to keep coming back.

Featured content

Reel — Seasonal content

Post — Brand content

Post — Café content

Reel — Video content

What we built

High­lights

• Consistent brand voice across all Instagram content
• Visually cohesive feed reflecting Spyhouse's craft identity
• Short-form video content driving organic reach and engagement
• Seasonal and event-driven content keeping the community informed
• Authentic storytelling that deepens connection with regulars
• Content strategy aligned with the broader Spyhouse brand

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Great coffee deserves great content — content that honors the craft, invites people in, and gives them a reason to stay.