SAAQI

When SAAQI approached 4:DESIGN, the mission was clear: translate the rich cultural narrative and immersive sensory experience of this subterranean cocktail bar into a distinctive, luxury brand identity that would stand out in New York’s global hospitality landscape.

SAAQI is not just a bar, it’s an experience rooted in craftsmanship, cultural heritage, and curated sensory exploration. 4:DESIGN’s challenge was to reflect that depth, in every visual touchpoint, every cadence of communication, and every brand activation.

Cultural Narrative First

We began by exploring the meaning and legacy behind “Saaqi” — drawing from its historical reference to royal cupbearers and the layered traditions of Indian hospitality and storytelling. This narrative became the emotional core of the brand.

Identity is not decoration — it’s storytelling through design.
Our goal was to make every brand element feel like a chapter in SAAQI’s story.