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BELLY
DELI
SERVICES PROVIDED
Belly Deli is a boutique grocery concept nestled in one of Kuala Lumpur’s most cosmopolitan neighborhoods. Surrounded by international schools, high-rise residences, and a thriving expat community, the brand needed to strike a balance between everyday familiarity and international charm. The founders saw an opportunity to create something the area was missing: a grocery experience that felt both elevated and effortlessly local.
A place to grab daily essentials -and discover European delights, niche pantry items, and thoughtfully sourced local produce, all in one beautifully curated space.
Belly Deli’s promise? Imported goodness and everyday staples under one thoughtfully styled roof. The kind of place that turns grocery shopping into a small, satisfying ritual.
Belly Deli’s promise? Imported goodness and everyday staples under one thoughtfully styled roof. The kind of place that turns grocery shopping into a small, satisfying ritual.
Branding
Art Direction
Logo Design
Brandmark
Marketing assets
Brand Merchandise
Social Media
Uniform, Signboards
THE CHALLENGE
To create a brand identity that felt elevated yet local, warm yet worldly. Belly Deli needed to stand out not just as a grocery store, but as part of the neighborhood’s daily rhythm - a place where European expats, health-conscious locals, and design-savvy shoppers would all feel at home.
the solution
Merch & Packaging
Storefront & Signage
- Custom stickers, shopping bags (paper and reusable), staff uniforms, and name tags
- Designed each touchpoint to feel charming, clean, and consistent – from the checkout counter to the tote you carry home
Storefront & Signage
- Art-directed the exterior look and signage design, combining neighborhood friendliness with a visual edge
- Created signage that’s instantly recognizable but never loud – in line with the store’s boutique nature
Branding & Visual Identity
Social Media Look & Feel
- Crafted a friendly yet refined logotype
- Developed a warm and modern color palette inspired by fresh produce and Mediterranean tones
- Paired approachable sans-serif typography with elegant accents for signage and packaging
Social Media Look & Feel
- Designed branded templates and story layouts for product highlights, seasonal features, and new arrivals
- Created a cohesive social media kit to reflect the store’s calm, curated energy
THE OUTCOME
Belly Deli launched with a fully cohesive brand presence that felt immediately rooted in the community. Locals stop by for fresh fruit; expats come for the European pantry staples; design lovers snap photos of the packaging.
From signage to stickers, every detail was built to feel part of a bigger story: good food, thoughtfully curated, with a look that invites you in.
From signage to stickers, every detail was built to feel part of a bigger story: good food, thoughtfully curated, with a look that invites you in.
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