A branding kit for
Thali Moments
A B2B and B2C catering brand
A business that was known, but not visible.
Thali Moments had built a loyal base through word-of-mouth and personal referrals. Their food quality was unquestioned. But when they started approaching corporate HR managers and procurement teams — the decision-makers they needed to reach — they had nothing to show that matched the professionalism of that audience.
The business was ready to scale. The brand wasn’t.
01
No defined brand identity
No logo system, consistent colour palette, or visual language existed. Every piece of communication looked different.
02
Invisible to corporate buyers
HR managers and procurement leads couldn't evaluate them professionally — there was nothing to send, share, or present.
03
Warm product, cold positioning
The brand's biggest strength — the home-cooked, personalised quality — wasn't being communicated in a way that resonated in a B2B context.
04
No pitch-ready collateral
No business card, no brand deck, no letterhead — nothing that could accompany a sales conversation and leave a professional impression.
The direction that shaped the output
01
Brand Audit
We started with an honest audit of what existed — and what the brand needed to become.
02
Visual Direction & Concept Development
Two distinct brand directions were developed: one rooted in heritage and warmth, one more contemporary and B2B-forward
03
Identity System Design
Logo suite, colour palette, and typography system designed as a cohesive whole and tested across digital and print contexts before finalization.
04
Collateral & Template Creation
Business card, letterhead, menu template, email signature, and pitch deck template — all built from the brand system, ready to use from day one.
05
Brand Guidelines Handover
A clear brand guidelines document is created and handed over for future use.
The Identity Built
01
Brand Guideline Document
02
Logo and Visual Assets
03
Letterhead and Visiting Cards
04
Brochures and Menu Documents
05
PPTs and Company Profile
06
One Pager Profile
07
Email Templates
08
One Minute Pitches
09
Ad communications
10
Coupons
Some Work Samples
What changed after
The brand kit didn’t just give Thali Moments something to look at — it gave them something to walk into meetings with. The clarity created by the identity work carried into their sales conversations, their pitches, and how they were perceived by the corporate clients they were trying to reach.
