Sabai
Overview:Crafting a Visual Language of Comfort and Joy
Role: Art Direction, Social Media Manager, Visual Assets,
Tools: Illustrator, Indesign, Photoshop
Serving Comfort, Building Brand
-
Sabai was a Delhi-based cloud kitchen launched by a young chef bringing travel-inspired food to a local audience. With no physical storefront, the brand relied entirely on digital channels and pop-ups to drive discovery, build trust, and generate repeat orders in a highly saturated market.
-
Built a distinct and ownable brand identity translating “Sabai” into a vibrant yet calming visual system. Defined colour, typography, and a modular design language supported by custom iconography inspired by travel and food culture. Extended this into a cohesive social media strategy to create a consistent, recognisable presence and drive engagement.
-
High-contrast, uplifting colour palette designed for strong digital visibility
Playful, modular patterns enabling a flexible and scalable visual system
Custom iconography rooted in travel and cultural references
Structured social media templates for consistency and efficiency
Integrated brand experience across digital and on-ground touchpoints (events, pop-ups)
-
Established a strong base of repeat customers within the first few months of launch
Consistently high engagement on Instagram, with posts driving conversations and shares
Distinct visual identity led to strong brand recall in a crowded food delivery space
Pop-ups and flea market events saw high footfall, with multiple instances of selling out menus and converting first-time visitors into repeat customers
Comfort in every bite
〰️
Built to be remembered
〰️
Comfort in every bite 〰️ Built to be remembered 〰️
Takeaways that stuck with me.
-
Learned how to maintain creative consistency across physical and digital touchpoints.
-
Improved my ability to align visual and verbal branding.
-
Deepened my strategic thinking for positioning new brands.
-
Sharpened my skill in connecting brand values to visual expression.