Case study
Licor 35.
The Portuguese pastel-de-nata liqueur that travels — and how its Brazilian Instagram learned to travel with it.
Context
A brand born from 21 attempts.
Licor 35 is a Portuguese premium liqueur that replicates the flavour of pastel de nata — cinnamon, star anise, nutmeg, vanilla, citrus. Its name comes from 21 attempts in the lab and a final blend of samples three and five. Distributed internationally — Brazil, the UK, the United States, and in partnership with SL Benfica for a special edition.
When Sofia took on the brand's Brazilian market, the Instagram account was posting random visual designs with no editorial direction. The product was premium. The feed wasn't.
Approach
Editorial first. Video forward.
Sofia took the IG-BR end-to-end. She built a content strategy anchored on the brand's story — the 21 attempts, the international distribution, the Pastel de Nata connection — and shifted the feed from disconnected design pieces to video-led editorial content.
Every post had a reason. Every reel had a hook. The brand's tone became consistent across feed, stories, and influencer collaborations.
- → Content strategy for the BR market
- → Video production — short-form reels and stories
- → Editorial direction — anchored on the brand's heritage
- → Visual design pieces — feed-consistent
Outcome
Feedback from every market.
The Brazilian Instagram became the brand's strongest social presence — and the work translated outward: positive feedback came back from every country Licor 35 ships to. The video-led approach Sofia built in São Paulo became reference material for the brand's global communications.