Overview
An evolving character-led identity for an Iranian café in Mumbai, transforming its existing logo into a warm and playful illustrated world centered around the café’s owner. The character Hasti, designed to represent the owner, became the system's central voice.
- Visual Identity Development
- Character Design
- Illustration
- Menu Design
- Loyalty Program
- Brand Copywriting
- Printed Customer Touchpoints
The brief
The original logo existed before I joined. I first built a warm paper-textured visual system around it; later, the client felt that system had become repetitive and requested a more expressive identity and redesigned menu.
The idea
The 2026 redesign introduces a bolder Hasti character, darker green, expressive café scenes, customer and food illustrations, pointing hands, a cat, stronger editorial hierarchy, and more confident, humorous copywriting. All supplied applications were printed and used.
My role
I developed and redesigned the visual identity around the existing logo, designed Hasti and the illustration world, created the menu and loyalty touchpoints, and wrote headings including “Your Comfort Zone,” “Tea Time? Anytime.,” “Vegan Milk Line,” and “Only at HasTea.”
Ch. 01The redesign
From a quiet menu to an illustrated world.
Drag the handle to compare the earlier menu with the 2026 redesign.
Before
AfterView separate accessible images
Ch. 02The 2026 menu
Hasti runs the show.
Both halves of the menu, open on the table: drinks on one side, food on the other, with Hasti, pointing hands and a café scene holding them together.
Ch. 03The next menu
Two pages: one to drink, one to eat.
The menu that followed: drinks and food each get a full page, the signatures get their own illustrated row, and Hasti greets you at the top of both.
Ch. 04Coupons
Curious? Scan me.
A sheet of discount coupons: the address side, and the offer side with a QR code, a blank for your place on the tea list, and Hasti on every one.
Ch. 05Loyalty
Cards worth keeping in a wallet.
Hover (or tap) to turn them over: the earlier card, and the redesign with its warning copy and Hasti.
Credits & status
Clear about the work.
- Existing café logo: supplied by client
- Identity development, Hasti character, applications, and copywriting: Danial Hadizadeh