Brand Identity — Haseeb Riaz Studio

Overview

Brand Identity brings together a selection of identity projects created across hospitality, retail and commercial organisations. Each project established a distinctive visual language that could be applied consistently across every customer touchpoint.

Working as a Senior Designer, I developed logos, typography, colour palettes and supporting brand assets before applying them across packaging, printed communications, marketing materials and digital experiences. The focus was always on creating identities that were both memorable and practical to use.

MiA Ice Cream · Creating a playful identity for a modern dessert brand.

MiA Ice Cream packaging on smoothie cups — Packaging · Extending the brand across products.

Biryani Daba · A bold identity inspired by Pakistani street food.

Biryani Daba menu and tarka dhaal campaign artwork — Social posts · Weekly menu graphics.

Biryani Daba chana masala and pakora campaign artwork — Social posts · Campaign graphics.

Street Foods · Building a memorable identity for a food brand.

Every brand required its own personality, audience and visual language. Rather than relying on trends, each identity was shaped around the values of the organisation, creating systems that could adapt across packaging, stationery, signage and promotional materials.

Beyond the logo itself, the work extended into complete identity applications, ensuring every touchpoint felt connected and recognisable while remaining flexible enough to evolve over time.

Restaurant identity · Designing a bold hospitality brand.

Hotei Sushi wine list and printed touchpoints — Stationery · Consistent business touchpoints.

Restaurant branding · Creating a distinctive visual identity.

Vietnamese Noodle Bar letterhead, business cards and envelope — Business stationery · Reinforcing the visual identity.

Reflection

Designing brand identities reinforced the importance of simplicity, consistency and longevity. The strongest identities were those that could move effortlessly between print, packaging and digital applications while remaining instantly recognisable.