Made in Tyeal Perspectives: Joe and the Juice

Hello and welcome to a breakdown of everything I love about my favorite coffee shops’ Instagram profile

Aside from the IRL experience of entering a Joe & the Juice location literally anywhere around the world, their digital presence is a beautiful expression of what it means to be a #joeandthejuice coffee lover.


I’m going to break down this perspective into 3 major points:

  • First glance

  • Content pillars

  • Copywriting


The Instagram story highlights that Joe and the Juice features on their Instagram profile give us, the viewer, a deeper look into the true coffee shop lifestyle. The highlight feature experiences, videos and photos from Fashion to Art to Music. Joe and The Juice is in tune with the interests, hobbies, and lifestyles their audience relates to. This is evident at first glance from the highlights all the way down to the grid flow.

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I love an Instagram profile that has clear and consistent content pillars. It's key to creating a cohesive vibe and taking the confusion out of the dreaded ‘what to post’ question most small business owners have. The Joe and the Juice Instagram profile is not sales-y and not pushy and honestly has little to do with actually selling more coffee. Their content pillars are:

  • Hot boys

  • slightly seductive quotes

  • Product placement + UGC

  • The color pink

  • Adventure

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I would describe the voice and tone of the Joe and The Juice Instagram profile quirky, dreamy and straight to the point. They often incorporate questions into their captions and encourage their followers to guess where new locations are opening, share what parts of the world they’re from and always include their custom hashtag #joeandthejuice. Consistency is key!

I hope this gave you a few things to think on about your own business Instagram profile and of course, you should go follow @joeandthejuice asap and pop into the location closest to you. If it’s not super close, I promise it’s worth the road trip!

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