YEAR:
2024
CLIENT:
Personal
SERVICES:
Branding
EXPERIENCE:
Brand Strategist // Visual & Production Designer
MooNChai
background.
Moo n Chai is where juicy burgers meet spiced chai, and somehow, it just works. This project was all about building a brand identity that blends these two comfort food icons into one crave-worthy experience. The goal? To craft a visual world as flavorful and unexpected as the menu itself. Think steamy, spicy, sizzle-meets-sip. It’s a bold, new food concept, and the brand needed to feel just as daring, inviting, energetic, and totally Instagrammable.
core problem.
Burgers and chai don’t usually share a table, so how do you make them feel like they belong together without confusing your audience? The challenge here was to create a unified brand system that honored both food traditions while building a fresh, modern identity. It had to balance warmth and edge, street-style and sophistication. In a saturated F&B scene, this brand needed to stand out and make sense. How do you turn a culinary mashup into a full-blown brand experience?
my process.
Brand Story & Positioning: I started by defining Moo n Chai’s tone of voice: bold, a little cheeky, and unapologetically indulgent. This helped guide every visual and verbal decision.
Color & Typography Exploration: The palette combined a fiery coral-red with deep, toasty browns—evoking grilled perfection and masala warmth. Typography leaned into contrast: chunky statements paired with playful, food-forward descriptions.
Design System Creation: From menu grids to packaging, I built a flexible design system that let the food photography do the talking, while supporting it with clean, confident layouts and bold accents.
Photography Art Direction: I went for juicy, high-impact visuals—chai being poured mid-splash, burger buns steaming, grill flames rising. The goal? Make you hungry with one glance.
Social Strategy & Campaigning: “SIP. BITE. REPEAT.” became the central hook—snappy, rhythmic, and made for swipe culture. Every post was styled for stop-the-scroll impact.
key actions.
Bold Visual Identity: Created a punchy brand look using coral-red and char-brown, layered with typography that speaks like your foodie best friend.
Cohesive Branding Across Touchpoints: Designed everything from menus to packaging to social templates with a consistent flavor-forward approach.
Scroll-Stopping Social Campaign: Launched “SIP. BITE. REPEAT.” to capture attention on digital platforms, with strong food photography and cheeky copy.
Photography That Sizzles: Directed a photo style that’s dynamic and crave-inducing; chai swirls, flame shots, and dripping burger stacks.
Packaging With Personality: Rolled out packaging that’s both functional and photo-ready, perfect for takeaway, delivery, and the ’gram.
Menu Experience Design: Crafted menus that didn’t just inform—they enticed. Clear structure, strong visuals, and a little sass in the copy.
outcomes.
Instant Appetite Appeal: The visual identity made people hungry on sight, bridging the gap between chai lovers and burger fans.
Unified Food Storytelling: Despite the unusual pairing, the branding brought both culinary cultures together seamlessly under one stylish roof.
Stronger Digital Engagement: The social media strategy turned casual followers into loyal fans, boosting interaction and reach.
Instagram-Worthy Moments: From product shots to in-store experiences, every element invited sharing, driving word-of-mouth online.
Brand Personality on Point: Moo n Chai now stands out not just for its menu, but for its memorable, flavorful identity; bold, spicy, and totally unique.
Proof That Fusion Works: The project shows how thoughtful design can make an unexpected idea not only make sense, but thrive.
