The project
Cloud kitchen space is a commodity. Operators compete on rent and location, and most of them look it. Express Kitchens needed a brand to launch that could hold its own in a room with investors and buyers while still making sense to a food business signing a lease on a unit from them.

What I did
I owned the brand end to end. Identity system, a custom illustration language that ran across the website and the physical kitchen spaces, the full website build, and every word on it. Then the first batch of social content to keep it running. One person, not five freelancers and an agency.

What happened
Express Kitchens grew to nine locations across three cities and became one of the largest independent cloud kitchen operators in the GCC. It raised over $1M from investors, passed $3M in revenue, and was acquired by NAMAA — the Middle East business of Atoms, Travis Kalanick's holding company, backed by Saudi Arabia's Public Investment Fund.