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Established in 1977, Saleem’s is a legacy restaurant serving authentic Indian & Mughlai food. Ms. Huma Qureshi wanted to

re-establish their identity, reconnecting with the younger generation, and launching a new vertical “Saleem’s Express”.

Saleem’s was designed keeping in mind the importance of traditions while reinventing contemporary codes.

Taking their existing identity, we positioned Saleem’s as “A Legacy Mughlai Brand” with an upgraded personality. Using vibrant and eye-catchy colours and patterns for the new vertical as opposed to the intricate and royal graphics for the fine-dining one, we created "something for everyone" within it.


Establishing the same on various platforms, from offline to online, adding various customer touchpoints to increasing communication with their targeted audience and in turn increase recall value for the brand was the ultimate goal of the project.

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