Case Study
Abdul Qadir Shahab
Brand · Design · Strategy
Bayked — Full Brand Launch
Took a pizza marketplace from zero to launched, end to end.
Brand identity, brand guidelines, social system, Ramadan launch campaign, and landing page for a Pakistani pizza delivery app. One designer, full scope, one consistent brand world.
CLIENT
Bayked
SERVICES
Branding, Design, Strategy
MARKET
Lahore, PK
YEAR
2023 — Ongoing
2,670+
APP USERS AT LAUNCH
120+
RESTAURANTS ONBOARDED
1,550+
MENU ITEM LIVE IN-APP
01
THE PROBLEM
Launch a new delivery brand without disappearing into the category.
CONTEXT
Bayked was launching into Pakistan's pizza delivery market against incumbents with bigger budgets and established users. The brand needed to land with a complete identity, a clear voice, and content that stuck in memory the first time someone saw it.
Beyond visuals, Bayked had a real positioning angle: built as the restaurant's brand extension, not another marketplace squeezing them on commissions. The launch had to communicate that story without sounding like a manifesto.
A new delivery brand has 3 seconds to feel different. If it looks like everyone else, it's just another icon to ignore.
02
THE PROBLEM
A full brand world. Built in one go.
CONTEXT
Five connected workstreams across brand, design, and strategy. Treated as one system, not five separate deliverables. The launch only worked because every surface said the same thing.
Brand identity & mascot
PILLARS
01
Strategy · Build for the three-hour customer
Built the full brand identity from scratch: logo, primary palette (verdigris teal + Spanish violet), supporting accents, and a 3D mascot with a hip-hop, laid-back personality that anyone who enjoys food could relate to.
The mascot wasn't decoration. It was a strategic call: gave Bayked a face customers could remember in a category full of faceless apps.
02
Design · A complete brand guideline document
Brand guidelines
Wrote and designed the full brand guideline doc: logo construction, exclusion zones, alternate backgrounds, mono-color usage, primary and secondary palette with usage percentages, primary and secondary typefaces, photo treatment, illustration style, iconography, and social post templates.
The team could ship Bayked content for years without breaking the system.
03
Strategy · Platform-specific content systems
Social system, per platform
Most brands run the same content on every platform. We built two distinct systems. Instagram: bold color blocks, Urdu humor lines, food cravings ("Jab pizza na ho tou rona daldo"). LinkedIn: clean line-art content with food industry facts most people don't know.
Each platform got content built for its actual audience, not a copy-paste of the same post.
04
Ramadan reveal campaign
Launched the brand with a series of hunger-creating reels timed to Ramadan. Reasoning: people fasting all day are most susceptible to food cravings. Plant Bayked in their subconscious during the day, and they act on it after iftar.
Timing was the strategy. The creative did the execution.
05
Design · A landing page built to convert
Landing page
Designed the full landing page following conversion-led structure: hero with download CTA, "what we serve" benefits, restaurant onboarding proof, customer reviews, and final download push. Every section moved the visitor closer to the App Store.
Story-driven, not feature-listed. By the end, downloading felt obvious.
Strategy · A launch campaign timed for cravings
The brand system
Built to feel like one brand on every surface.
Positioning
"A marketplace for restaurants. Built as the restaurant's brand extension, not another commission squeeze."
Positioning
Verdigris
Violet
Orange
Coral
Yellow
Typography
Display · poppins
Bayked
HEADLINES · poppins
TOSTADA
BODY · poppins
A box of happiness is just a click away.
Logo
The strategic call
A mascot gave Bayked a face customers could remember.
In a category full of faceless logos and stock pizza shots, we built a 3D mascot with a hip-hop, laid-back personality. The mascot anchored the cover, the social grid, the reveal campaign, and the brand world. Customers had something to recognize, not just a logo to scroll past.
2 primary (Verdigris teal + Spanish Violet) · 2 secondary · 5 accents · used in defined percentages so the brand never goes off-script.
Strategic choices, not just outputs
Three calls that shaped the launch.
CHOICE · 01
Build a mascot, not just a logo
Most delivery apps lean on photography. We added a mascot so Bayked had a personality customers could spot in two scrolls. Recognition came from a face, not a typeface.
CHOICE · 02
Different system for LinkedIn vs Instagram
Instagram got bold blocks and Urdu humor for cravings. LinkedIn got clean line-art and food-industry facts. Built for the actual reader on each platform, not the same content recycled twice.
CHOICE · 03
Launch the reveal during Ramadan
Timed hunger-creating reels for when fasting customers were most susceptible to food cravings. The brand landed in their subconscious during the day, and they ordered after iftar.
Our social media
Different events. Different vibes.
03
THE PROBLEM
Launch a new delivery brand without disappearing
into the category.
What changed
Bayked landed with a full brand world rather than a logo and a wish. The guideline doc was thorough enough that the team could keep producing content without the brand fragmenting.
By launch, the platform had 2,670+ app users, 120+ restaurants onboarded, and 1,550+ menu items live. The brand was working on every surface customers touched: app store, in-app, social, LinkedIn, and the landing page.
The bigger result was structural. One designer, one system, one consistent brand from cover to checkout.
Strategic choices, not just outputs
I build brand worlds for apps and consumer startups that have to launch with weight.
Brand identity, brand guidelines, social systems, launch campaigns, and conversion-led landing pages. End-to-end, one consistent system.