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