Paul Cadden, owner of Saba, commissioned CI Studio with the task of creating the brand identity for his new Thai and Vietnamese eatery which could be replicated in different locations and which would be a constant favourite fixture on the Dublin restaurant scene.

The name Saba is derived from the word Sabai which can be translated as “relaxed“ or “comfortable“ also “happiness“, “contentment” and “inner peace” (coming from the Asian for happy) and Baa (associated with place). A happy place with a relaxed vibe and great food.

Working in collaboration with Gráinne Weber Architects, inspiration for the logo was taken from one of the earlier interior drawings of a metal decorative grille located in the refurbished Clarendon Street premises. The logo was designed to fit within this grille.

A comprehensive set of graphic elements were designed from the recognisable Saba elephant to the Saba To Go motorbike and Sanook! (Enjoy) messaging, which were carried across on all items within the restaurant from door handles and directional signs to menus, place mats and even matches. From the outset, all touch points were curated with a strong attention and careful consideration to the smallest detail.

For the restaurant launch and interiors, a range of shots depicting the multiple uses of a Honda 50 motorbike were chosen for their tongue-in-cheek playfulness.

Since launching, Saba has maintained its position as one of Dublin’s most popular eateries and cocktail bar venues, winning numerous awards along with a bestselling cookbook and takeaway offering Saba To Go. They have recently opened a third restaurant and second Saba To Go on Dublin’s Baggot Street. The Saba Street Food festival truck is a recognisable fixture on the outdoor festival calendar and the name and brand identity continue to thrive and expand.

'Saba means ‘happy meeting place’ in Thai and all the elements of the Saba Way come together to make our restaurants exactly that.'

Paul Cadden, Owner
Saba