SABA Convenience Store

BRAND STRATEGY · SOCIAL MEDIA · CONTENT PRODUCTION · EVENTS + PARTNERSHIPS

SABA had already proven it could capture attention – videos of the innovative ‘ramyun’ bar and Korean convenience store had amassed over a million views on Instagram. But viral moments are not the same as a brand, and the hype had settled without leaving much behind. The business needed something more durable…

The brief was essentially to build the brand from scratch on digital channels – a visual identity, a content strategy, a voice – and then give people a reason to keep coming back in person. SABA After Dark became the vehicle for that: a monthly programme of live music, parties, and supper clubs, featuring grassroots and signed DJs, and brand collaborations with Awakn, Dr Jart+, Hot Milk Cookies, Santo Cielo, and LVMH.

Within a year, the results spoke for themselves. Features on the Monocle Magazine podcast and in London on the Inside brought SABA to audiences that matter. And the credibility built through that work became the foundation for something more tangible still: SABA has since opened two venues within Market Place Food Hall — a direct consequence of the following and recognition the rebrand helped establish.