How we established a Nordic vegan coffee shop as a must-know Brussels address, turning a niche into a loyal community.
A soft, warm visual world : crafted cappuccinos, house-made pastries, cosy Scandinavian atmosphere. Every post is designed to make you want to step through the door and order at the counter.
Opened in 2023 in Schaerbeek, NÖJE Coffee is a Nordic-inspired vegan café, a happy place where specialty coffee meets a 100 % plant-based kitchen and the Swedish spirit of fika.
A spot built for vegans, the curious and lovers of exceptional coffee. The promise is in the name : "NÖJE, pleasure in Swedish".
When we joined NÖJE in January 2025, the café had been open for two years and had already won over a loyal local following. The challenge : introduce the café to an audience beyond the vegan community by surfacing the Swedish universe, the "letters to yourself" workshops, and the regularly rotating seasonal drinks.
The mission : establish NÖJE as a cosy Brussels address worth knowing, make people want to come in and try a specialty cappuccino or a house-made pastry, and keep the existing community engaged with content that genuinely follows the café's life across the seasons.
We built the strategy around NÖJE's Scandinavian fika spirit : a steady rhythm, a cosy universe, direct conversion. Four pillars to make people want to step inside and keep the community coming back season after season.
Two Instagram posts a week, timed with the café's highlights, whether pastries, signature drinks, or the mood of the day. A sustained rhythm that keeps NÖJE present in the community's feed.
Regular stories that keep the page alive day to day : behind the scenes, new arrivals, invitations, spontaneous moments. A continuous conversation with the community that maintains the bond.
Every post and every story pushes toward booking with a clear, direct, recurring call to action that turns views into real visits to the café.
Systematic communication around menu changes and the release of seasonal signature drinks, creating an appointment the community looks forward to and a traffic lever with every new launch.
Every highlight at the café becomes an editorial moment : menu changes, seasonal signature drink launches, private events, local collaborations. The community waits for it and shows up to try the new arrival the day after it lands on the feed.
The strength of the strategy : building a real calendar of appointments that gives people ongoing reasons to come back to the café. NÖJE stays alive, the page follows, and foot traffic climbs with every seasonal moment.
A selection of signature Reels covering café atmosphere, seasonal drinks and house-made pastries, translating the strategy into direct traffic at the counter.
Click a video to play it with sound.
A neighbourhood café stays a neighbourhood café, but since January 2025, NÖJE reaches more accounts every month, sees its community grow steadily and converts views into real visits at the counter. Healthy growth, at the café's scale.
If your café or hospitality concept deserves an editorial strategy on par with its universe, we'd love to discuss it. A first no-strings conversation to lay out an honest diagnosis.
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