Restaurant copy for Kaana
Moreish meals for fresh food lovers and flavour cravers for subtle spice seekers and protein packers for the turmeric tribe and the cauli crew for mindful moment-ers and energy chasers for green bean queens and chai guys for peckish people and hungry humans for curious souls and happy hearts for you. Come on in...
About the project
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.
In-store, strategically-placed pieces of copy on the walls introduce you to the brand with a relaxed vibe. I also worked on copy for the website, email flows, and a set of collectable cards which showcase key culinary styles and regions that inspire the brand.
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.
