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28 Thali
Food & Drink2024-Present
Brand & Identity Design · Web & UI/UX Design · Motion & Video Content · Print & Event Design · Digital & Web Graphics
View Website↗Intro
28 Thali is a Mumbai-based vegetarian subscription brand founded in 2023. It celebrates India’s culinary diversity with authentic, home-style meals, cooked using cold-pressed oils, Himalayan rock salt, and in-house masalas, and served in eco-friendly packaging that reflects its sustainable values.
Challenge
The brand had a strong food philosophy but no digital presence or design system. To grow beyond the kitchen, it needed a cohesive identity, sustainable packaging, and a seamless subscription flow that could fit naturally into the lives of busy professionals.
Transformation
I built 28 Thali’s visual and digital foundation from logo, packaging, and menu systems to delivery branding and quality seals. On Shopify, I designed and customized the storefront, integrated rotating menus via Google Sheets + Liquid, and developed ordering flows for both regular and organic tiffin plans. Together with Keith, I continue to refine the experience, redesigning the order interface for faster, clearer subscription choices and prototyping a recipe-book app that helps chefs manage dishes and step-by-step cooking workflows.
Greatest Accomplishment
"From a kitchen-born idea to a stronger subscription brand, 28 Thali saw major YoY growth in FY 2025–26, with sessions rising from 9,982 to 38,527 and completed checkouts increasing from 10 to 222."
Stack
Shopify (Liquid) · Figma · Google Sheets · Google Tag Manager · Adobe CC · Google AI Studio
Flickbook Team
- Gavin · Visual Design
- Anoop · Creative Direction
- Keith · Technical Setup
- Aaryak · Content Writing