Hero shot · the celestial grid
Farzi Café doesn't serve dinner, it stages it. Molecular twists, smoking cocktails, dishes that arrive like plot points. I design the surreal, collage-driven feed system that puts the same theatre on Instagram that Farzi puts on the plate.
Hero shot · the celestial grid
Farzi Café built its name on modern spice bistro theatre: familiar Indian flavours, unfamiliar presentation. A brand whose whole identity is the unexpected can't run a predictable feed.
My job: design social content with the same mischief as the kitchen. Surreal collage, celestial motifs, tropical worlds and vintage editorial twists, changing costume from campaign to campaign while staying unmistakably Farzi underneath.
Most restaurant feeds pick one look and repeat it forever. Farzi's brand promise is the opposite: if the audience can predict the next post, the brand has broken character. The design had to reinvent itself constantly, without ever becoming someone else's feed.
I designed the feed in themed acts. A celestial grid where headless collage figures serve kebabs among the stars. A tropical world of parrots, birdcages and jungle wallpaper. A vintage newspaper for menu launches. Between the concept tiles, real photography of dishes, guests and bartenders keeps the theatre grounded in an actual restaurant you can book tonight. The thread holding it together: rich dark grounds, gold serif typography, and a straight face while being completely absurd.
A look at the pieces that make up the system.
Celestial grid · full 9-tile view
Tropical grid · full 9-tile view
New Menu Alert · newspaper concept
Every grid is a themed act: celestial, tropical, editorial. Concepts change completely; the sense of performance never does.
Between the surreal tiles, real dishes and real guests. The fantasy sells the vibe; the photography sells the table.
Dark grounds, gold serif type, one wink per post. Whatever world the grid visits, the voice stays Farzi.
The work itself, by the numbers.