Taste isn’t just on the menu.
Every week, another cafe opens. Another restaurant launches. Another bakery has a beautifully shot reel land on our feed.
So what makes one brand stick, while another gets scrolled past?
It’s not always the best food. Or the biggest budget. More often than not, it’s taste.
The brands we remember have a clear point of view. They know who they are, what feels right, and what doesn’t. You can see it in the menu, the interiors, the photography, the packaging and every little detail in between.
This issue is all about exploring that idea. The choices behind great brands, the stories behind great content, and why defining your taste might just be the most valuable thing your business can do.
What we’re seeing.
The internet has never been better at making everything look the same.
AI can write the caption. Anyone can buy the preset. Every cafe can recreate the trending matcha shot.
So the brands we’re remembering aren’t neccessarily the most polished, they’re the ones making more deliberate choices. They’re building a feeling, not just a feed. They’re choosing consistency over trends, personality over perfection and experience over aesthetics. In a world where beautiful has become easy, meaning has become valuable.
3 things we can’t stop thinking about.
Less trends more character.
The best hospitality brands aren’t asking, “What’s everyone else doing?” They’re asking, “Does this feel like us?”
Your menu starts on Instagram.
Long before someone tastes your food, they’ve tasted your brand. Every photo, every caption and every story is setting an expectation. Make sure its one worth living up to.
People buy the feeling first.
The coffee might be incredible. But if your space, your branding and your content don’t make people feel something; they’ll never get as far as ordering one.
One to watch.
Osteria Renata Melbourne
01. They sell a feeling, not a plate.
There are plenty of beautiful dishes, but what you’re really buying into is long lunches, shared tables and the romance of an Italian neighbourhood Osteria.
02. Every post feels unmistakably Renata.
The colours, typography, lighting and pace all speak the same language. Nothing feels like it was posted because the algorithm demanded it.
03. They know what to leave out.
No clutter. No gimmicks. No shouting. Just consistent creative decisions that let the food, the people and the atmosphere do the talking. That’s what good taste looks like.
What you should steal.
Consistency beats creativity when you’re building a brand. Osteria Renata proves you don’t need to reinvent yourself every week, you just need to know who you are.
The taste test.
Would you recognise this brand without it’s logo?
Does every photo feel like it’s form the same world?
Is the experience consistent from website to instagram, to real life?
Verdict: Passed
Yoghurt’s take.
Taste isn’t about being expensive.
It’s about making decisions on purpose. The best brands don’t accidentally become recognisable. They become recognisable because they stop trying to look like everyone else.
They’ve built a world that’s unmistakably theirs. Their photography feels familiar, their tone never wavers, and every detail reinforces the experience they’re promising.
Great taste isn’t about looking the same, it’s about knowing exactly who you are and being brave enough to stick with it.
If your brand disappeared from Instagram tomorrow..
Would people know it was yours?
If the answer is “maybe”… we should probably talk.