Demo concepts · Fictional brands created for a social media portfolio · Not real clients
Demo concept · fictional brand

Kestrel & Fern Guesthouse

Slow mornings in the Highlands.

A five-room, owner-run boutique guesthouse and B&B in a small country town in the Southern Highlands of New South Wales. Home-cooked breakfast, a cottage garden, a log fire in the guest lounge, and an easy base for wineries, bushwalks and village shopping.

Audience: couples from Sydney and Canberra (30–60) on weekend getaways, small groups of friends, mid-week retirees, repeat guests.

Platforms: Instagram feed (4:5, 1080×1350) + Instagram Reels / TikTok (9:16, 1080×1920)

Fonts: headings in Cormorant Garamond 600. Body and on-screen text in Nunito Sans 400/600.

Palette
Eucalyptus Green #5B7B6A · Headers, buttons, wordmark
Fern Deep #2F4A3F · Dark text, photo overlays, quote-card backgrounds
Linen #F4EFE6 · Carousel and quote-card backgrounds
Wattle Gold #D9A441 · One key element only (e.g. "Book Direct" badge)
Clay Rose #C47D64 · Seasonal and special-occasion details

Tone: warm, unhurried, welcoming, like a host writing a note on the breakfast table. Australian spelling. No shouty superlatives, no promises about weather, availability, discounts or prices.

Content pillars

Stay & Rooms · 5 postsBook Direct · 3 postsLocal Guide · 2 postsBehind the Scenes · 2 posts

Captions

Post 01 · Carousel (6) · Stay & Rooms

Welcome to Kestrel & Fern

Visual: Cover is a wide shot of the guesthouse front porch at golden hour, cottage garden in the foreground, warm light in the windows. Slides 2–5: linen-made bed, log fire in the lounge, cottage garden with a coffee cup, the hosts' welcome tray (no faces). Slide 6 is a Linen card with the wordmark. Small "Demo concept" tag on the cover.

Welcome to Kestrel & Fern, a five-room guesthouse tucked into the Southern Highlands. Swipe through for a quiet look around: linen-made beds, a lounge with a proper log fire, and a cottage garden that's at its best with a coffee in hand. We're a small, owner-run place, so you'll be greeted by us, not a keypad. Tell us what brings you to the Highlands and we'll help you plan the rest.

CTA: Save this for your next weekend away.

#SouthernHighlands #NSWGetaway #BoutiqueStay #GuesthouseLife #WeekendAway #VisitNSW #CountryEscape

Post 02 · Carousel (5) · Book Direct

Why book direct?

Visual: Linen text slides, each with a small line-drawn kestrel icon in Eucalyptus Green. Slide 1 shows a handwritten "welcome" card on a tray. One Wattle Gold "Book Direct" badge on the last slide.

We love welcoming guests however they find us. If you'd like to book directly, here's what it looks like: 1. You talk to us, the people who'll actually greet you. 2. Special requests (early check-in, a cot, dietary needs) go straight to us. 3. You'll find our current availability and house policies all in one place. Our website is linked in our bio, and our inbox is always open for questions.

CTA: Tap the link in bio to check availability.

#BookDirect #SouthernHighlands #BoutiqueGuesthouse #IndependentTravel #NSWGetaway

Post 03 · Photo · Stay & Rooms

Room spotlight: The Fern Room

Visual: Queen bed in crisp white and sage linen, a reading chair by the window, soft morning light across the quilt.

The Fern Room: a queen bed dressed in crisp linen, a reading chair by the window, and morning light that falls just right across the quilt. It looks over the garden, so you'll likely hear the wrens before you see them. Perfect for a long weekend with a stack of books.

CTA: Save it for your next escape.

#RoomWithAView #BoutiqueStay #SouthernHighlands #CountryStyle #InteriorDetails #NSWGetaway

Post 04 · Carousel (5) · Local Guide

Rainy-day checklist

Visual: Cover shows rain on a window pane with a teacup and a book in soft focus. Inner slides are Linen checklist cards with Eucalyptus Green ticks.

Highlands weather has a mind of its own, and honestly, rainy days here are some of the best. Our favourite rainy-day plan: a slow breakfast, a browse of the village bookshops and antique stores, a long lunch somewhere warm, then back to the lounge for the fire and a board game. Swipe for our rainy-day checklist.

CTA: Save this for a drizzly weekend.

#RainyDay #CosyWeekend #SouthernHighlands #FiresideReading #NSWGetaway #SlowTravel

Post 05 · Photo · Stay & Rooms

The lounge at night

Visual: The fireplace glowing, two armchairs, a wine glass and an open book on a side table, warm lamp light.

When the evenings turn cool, the lounge becomes everyone's favourite room. Pour a glass, pick a book off the shelf, and let the fire do the rest.

CTA: Tag who you'd bring here.

#FiresideEvenings #CosyVibes #BoutiqueStay #SouthernHighlands #WinterEscape #GuesthouseLife

Post 06 · Carousel (4) · Book Direct

Planning a special occasion?

Visual: Flowers in a small vase on a bedside table, two coffee cups on a tray, a folded note reading "Happy anniversary". Clay Rose accents. Inner slides are Linen cards.

Celebrating something? Mention it when you book and we'll do our best to make your stay feel a little extra special. Some guests ask us about flowers in the room, local restaurant suggestions or a late check-out (subject to availability). Just ask and we'll let you know what's possible.

CTA: DM us or enquire through the link in bio.

#AnniversaryGetaway #RomanticEscape #SouthernHighlands #BookDirect #CoupleGoals

Post 07 · Quote · Stay & Rooms

Slow mornings in the Highlands.

Visual: Linen background, the tagline set large in Cormorant Garamond in Fern Deep, with a small line-drawn kestrel and fern frond in Eucalyptus Green beneath it.

That's the whole idea. A comfortable bed, a proper breakfast and nowhere you need to be until you're ready.

CTA: Send this to the person you'd escape with.

#SlowMorning #SouthernHighlands #SlowTravel #WeekendMood #BoutiqueStay #CountryEscape

Post 08 · Photo · Stay & Rooms

Breakfast on the veranda

Visual: A timber veranda table set for two: eggs, thick-cut sourdough, seasonal fruit, a pot of coffee. The garden is softly blurred behind. No people.

Breakfast is cooked to order, using local produce where we can. Sourdough, eggs, seasonal fruit and proper coffee, served while the garden wakes up. Tell us about dietary needs when you book and we'll plan around you.

CTA: Follow for a taste of the Highlands.

#BreakfastGoals #BnB #SouthernHighlands #LocalProduce #CountryMornings #SlowFood

Post 09 · Carousel (6) · Local Guide

A Highlands weekend, sorted

Visual: Cover is a hand-drawn watercolour-style map of rolling Highlands country with small icons (cup, vine, boot, basket). Inner slides are Linen timeline cards.

Planning your first weekend in the Southern Highlands? Here's the easy-going plan our guests ask us about most. We keep a printed list of current favourites in the lounge and are always happy to make suggestions when you book. [Specific venues to be verified with the owners before publishing.]

CTA: Save this plan and comment your Highlands must-do.

#SouthernHighlands #NSWTravel #WeekendItinerary #VisitNSW #SydneyGetaway #SlowTravel

Post 10 · Quote · Behind the Scenes

The fire's lit and the kettle's on.

Visual: A soft-focus photo of a steaming kettle on a stove with the fire glowing behind it, under a Fern Deep 40% overlay. Quote in Linen.

For the Friday-afternoon drive down from the city: we'll have the kettle on when you arrive.

CTA: Plan your weekend via the link in bio.

#FridayFeeling #WeekendAway #SouthernHighlands #CosyVibes #GuesthouseLife #NSWGetaway

Post 11 · Photo · Behind the Scenes

The garden at golden hour

Visual: A cottage garden path lined with lavender and roses, leading to the veranda with two timber chairs, in late golden light.

Golden hour in the garden. Most evenings, this is where you'll find guests: two chairs, a cup of tea, and the light going soft over the roses. (One of us is usually nearby, losing a battle with the weeds.)

CTA: Save this for your next escape.

#GoldenHour #CottageGarden #SouthernHighlands #CountryLife #BoutiqueStay #GardenLovers

Post 12 · Quote / CTA · Book Direct

Talk to us, not a call centre.

Visual: Linen background. The quote in Cormorant Garamond, Fern Deep. A single Wattle Gold "Book Direct" pill button and the wordmark in Eucalyptus Green.

Questions about rooms, dates or dietary needs? Ask the people who'll actually be making your breakfast. Our website is linked in our bio, and our inbox is always open.

CTA: Check availability via the link in bio.

#BookDirect #SouthernHighlands #BoutiqueGuesthouse #IndependentTravel #NSWGetaway

Reels / TikTok scripts (9:16)

Reel 01 · 9:16 · 15 seconds

7am at the guesthouse

Hook (0–3s): Birds in the garden at first light. On-screen: "POV: you wake up to this instead of your alarm"

7am, Highlands time. Birds first, then the kettle, then the smell of sourdough toast drifting up the stairs. This is the part of the day we love most. What would you do with a slow morning?

CTA: Follow for more slow mornings.

Reel 02 · 9:16 · 30 seconds

Turning down the room

Hook (0–3s): Top-down shot of a hand smoothing fresh linen in one sweep. On-screen: "The 30-second ritual before every guest arrives"

Fresh linen, a fluffed pillow, a jug of water and a handwritten welcome note. It takes a few minutes, and it's our favourite part of getting ready for you.

CTA: Follow for more behind-the-scenes moments.

Reel 03 · 9:16 · 20 seconds

3 reasons to come mid-week

Hook (0–3s): An empty walking track in morning mist. On-screen: "Come on a Tuesday"

Quieter walking tracks. Easier restaurant bookings. More time to just be. If you can swing a mid-week escape, the Highlands are all yours.

CTA: Follow and send this to your travel buddy.

Reel 04 · 9:16 · 20 seconds

Breakfast, made slowly

Hook (0–3s): Slow-motion coffee pour into a ceramic mug. On-screen: "This is what 'breakfast included' looks like here."

Breakfast at Kestrel & Fern is cooked to order, using local produce where we can: free-range eggs, thick-cut sourdough, seasonal fruit and proper coffee. Tell us about dietary needs when you book and we'll plan around you.

CTA: Follow for a taste of the Highlands.

Sample one-month content calendar

Sample plan only. Dates are relative (Week 1–4); nothing here has been published.

WhenPlatformPillarContentFormat
Week 1 · MonInstagramStay & RoomsWelcome to Kestrel & Fern
Five rooms, one garden, and nowhere you need to be.
Carousel (6 slides)
Week 1 · TueTikTok / Instagram ReelsBehind the Scenes7am at the guesthouse
POV: you wake up to this instead of your alarm.
Reel / TikTok (15s)
Week 1 · ThuFacebookLocal GuideA Highlands weekend, sorted
Not sure how to spend 48 hours in the Highlands? Here's a gentle plan.
Single image + long caption
Week 1 · SatInstagramBook DirectWhy book direct?
Booking with us directly? Here's what that means.
Carousel (5 slides)
Week 2 · MonInstagramStay & RoomsRoom spotlight: The Fern Room
Meet the room guests ask for by name.
Single image
Week 2 · WedTikTok / Instagram ReelsStay & RoomsBreakfast, made slowly
This is what 'breakfast included' looks like here.
Reel / TikTok (20s)
Week 2 · FriFacebookBehind the ScenesMeet your hosts
Hi, we're the people who'll put the kettle on when you arrive.
Photo + caption
Week 2 · SunInstagramLocal GuideRainy-day ideas
Rain on the roof? Lucky you.
Carousel (5 slides)
Week 3 · MonInstagram StoriesBook DirectAsk the hosts (Q&A)
Questions about staying with us? Ask away.
Stories (4 frames, question sticker)
Week 3 · WedTikTok / Instagram ReelsBehind the ScenesTurning down the room
The 30-second ritual before every guest arrives.
Reel / TikTok (30s)
Week 3 · FriFacebookLocal GuideSeasonal highlight
This season in the Highlands, don't miss the gardens.
Photo album (4 images)
Week 3 · SunInstagramStay & RoomsThe lounge at night
The best seat in the house is by the fire.
Single image
Week 4 · TueInstagramBook DirectPlanning a special occasion?
Anniversary, birthday or 'just because'? Let us know.
Carousel (4 slides)
Week 4 · ThuTikTok / Instagram ReelsLocal Guide3 reasons to come mid-week
The secret Highlands locals know: come on a Tuesday.
Reel / TikTok (20s)
Week 4 · SatFacebookBehind the ScenesThank you for this month
A small thank-you from the guesthouse.
Photo + caption
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