Extract
In November 2025, Indian-inspired food brand Kaana opened its doors in London’s New Street Square.
Kaana’s dishes are inspired by the flavours of Southeast Asia, and in particular the food cooked by founder Symron’s grandma. With just a tagline in place (“Flavours to nourish your senses and feed the soul”), Symron tasked me with building the brand’s voice and rolling it out in-store and online.
Core messaging themes include the Southeast Asian inspiration, subtle spices (never overpowering), fresh ingredients, well-balanced meals, and the joy of taking the time to stop and enjoy your food.
But my favourite piece of copy for Kaana? The piece I wrote for the store’s external window. It’s located in a busy area where people wait for friends or stop to chat – where they have time to read. Each line tells you about the flavours, quality of the food or type of person who’d eat at Kaana. I had a lot of fun with it, leaning into alliteration, rhyme and subtle humour.
And I was devastated that none of the dishes contained avocado. “Avocado aficionado” was ripe for the picking.