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