DharmicBrand

BACKGROUND

Introduce your business and what you do there.

I’m the founder of MOAR, a cashback app that helps people get more value from everyday spending by paying through their bank and earning instant rewards.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire DharmicBrand to accomplish for MOAR?

Initially, I thought the goal was simply to create the visual elements of the brand — a logo, typography and colour scheme. What DharmicBrand helped me realise was that those elements are only one part of a much bigger picture. Through the process, we defined the story behind MOAR, what the brand stands for, its purpose, mission, vision, personality, positioning and the way it should make people feel. So the objective evolved from creating a visual identity into building a complete brand foundation that could guide not just how MOAR looks, but how it communicates, how it tells its story and how it presents itself to customers, investors and partners.

SOLUTION

What was the scope of their involvement?

DharmicBrand supported us across the full branding process, from strategy through to creative execution. They began with a full-day live strategy session to uncover the core purpose, story and ambition behind the brand, followed by a brand strategy alignment session where we defined and agreed the purpose, mission, vision, brand personality, target audience, positioning and brand manifesto. Once the strategic direction was agreed, DharmicBrand developed a range of stylescapes and creative directions to help us choose the right visual route. From there, they created the full brand identity and brand guidelines, including the logo, typography, colour palette and wider visual system. They also developed an investor pitch deck aligned to the new brand strategy and identity.

What is the team composition?

I worked directly with Jefton, the founder of DharmicBrand.

How did you come to work with DharmicBrand?

Jefton’s profile stood out to me compared with the other options I was considering. I reviewed his portfolio and really liked the quality and style of the work. When we had an introductory call, Jefton walked me through DharmicBrand’s approach and process in detail. That conversation gave me confidence that they understood what I was trying to build and had a clear methodology for getting there, which made DharmicBrand feel like the right fit for the project.

What is the status of this engagement?

We worked with DharmicBrand from June–September 2026.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Jefton had a clear six-stage process, with a defined deliverable at each stage for us to review, refine and agree before moving forward. That gave the engagement a really strong structure and meant we always knew what we were working towards. What stood out was that Jefton didn’t simply accept feedback at face value. He listened carefully, incorporated it where it improved the work, but also challenged us when he felt a different direction would lead to a stronger outcome. That gave me confidence that we weren’t just getting what we asked for — we were getting the benefit of his experience and judgement. It is still too early to measure the full commercial impact because MOAR is an early-stage company, but the early feedback has been very positive. Suppliers, partners and users have consistently commented on how professional and distinctive the brand feels, and how well the identity translates across the app, website and wider marketing materials.

How did DharmicBrand perform from a project management standpoint?

The project was initially estimated at around eight weeks, but it took slightly longer. That said, the process was well managed throughout and was something I genuinely enjoyed from start to finish. Branding is not a process that should be rushed. Some of the additional time came from decisions taking longer and from us requesting further revisions, but that was a trade-off we were comfortable making because it ultimately led to a stronger final result. Jefton kept each stage structured and clear, and communication was consistent throughout the engagement. We primarily used virtual meetings, email and messaging apps to stay aligned, review work and provide feedback.

What did you find most impressive about them?

The most impressive part was the process itself and the time Jefton took to really understand the business, what we were trying to build and what we wanted the brand to achieve. I went into the engagement thinking I would explain what the business did and Jefton would come back with a logo, typography and a colour palette. Instead, he took me through the full thinking behind what actually makes a brand — the purpose, positioning, personality, story and how all of those elements should work together. As the project progressed, Jefton started to feel less like an external supplier and more like an extension of the business. Because he had taken the time to understand MOAR properly, I felt comfortable trusting his judgement on decisions where I was unsure and relying on his experience and expertise to guide us towards the right outcome. So I didn’t just come away with a strong visual identity and a set of tangible deliverables. I also came away with a completely different understanding of branding and how important it is to the wider business. That combination of strategic thinking, genuine involvement in the business and the learning I took from the process was what impressed me most.

Are there any areas they could improve?

No, it was perfect.

BACKGROUND

Please describe your company and position.

I am the CEO of Sammichi

Describe what your company does in a single sentence.

Sammichi is a modern premium quick-service restaurant brand specialising in döner kebab. We combine authentic flavours with high-quality ingredients, fast service, professional hospitality and standardised operations to create a consistent dining experience designed for international scale.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire DharmicBrand to accomplish?

Develop a complete brand strategy and visual identity system for the launch of Sammichi, laying the foundational strategic positioning, creative direction, visual assets, and voice guidelines to successfully bring the brand to market.

SOLUTION

How did you find DharmicBrand?

Online Search

Why did you select DharmicBrand over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Company values aligned
• Other

How many teammates from DharmicBrand were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

DharmicBrand was engaged to develop the complete brand strategy and visual identity for Sammichi, a new premium quick-service döner kebab brand designed for international growth. The project included defining the brand’s purpose, vision, mission, personality, target audience and positioning, followed by the development of the creative direction through multiple stylescapes.
Based on the selected direction, the scope extends into the creation of a complete visual identity, including logo and variations, colour palette, typography, imagery, photography direction, mockups and brand applications.
The final deliverables also include a comprehensive brand system with relevant brand assets and detailed brand guidelines to ensure consistency across physical and digital touchpoints, followed by a final handover and documentation for the ongoing use and scaling of the brand.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Alignment on creative direction via stylescapes

Full handover of market-ready assets (logo variations, colour palette, typography, voice framework, and style guide)

Delivery of a complete, signed-off brand identity system and comprehensive brand guidelines within the agreed project timeline.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Project management was excellent throughout the entire process. Communication was clear, structured and responsive, and I always knew where we stood and what the next steps were.
Deadlines were handled reliably, and whenever I provided feedback or wanted to explore a different direction, Jefton was very receptive and took the time to understand what I was looking for rather than simply executing changes. The process felt collaborative and well managed from start to finish.

What was your primary form of communication with DharmicBrand?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What impressed me most was Jefton’s ability to understand the bigger vision behind the business and translate it into a brand that feels distinctive and coherent. He didn’t approach the project as simply designing a logo or visual identity; he took the time to understand what Sammichi should stand for, where we want to take the brand and how it needs to work at scale.
The combination of strategic thinking and strong creative execution is what stood out to me most. Every element feels connected to the same idea, while still giving the brand its own personality.

Are there any areas for improvement or something DharmicBrand could have done differently?

Nothing in particular. I was genuinely very happy with the entire process and the final result, and there isn’t anything I would have wanted DharmicBrand to do differently.