Client

• Eleena Tan & Michael Tan

Location

• Hawthorn, Victoria, Australia

Sector

• Cafe

• Bar

Services

• Brand Creation

• Logo

• Brand Assets & Style Guide

• Concept Development

• Customer Experience

• Copywriting

• Digital & Print Collateral

• Website Design & Development

• Social Media Content/Management

Brief

SABI Sounds is a day-to-night listening café and record bar in Melbourne, created by the team behind Bar Selecta. Rooted in the philosophy of “sabi”—the beauty that develops over time—the brand is designed to evolve alongside the rhythm of the day, shifting from quiet morning rituals to immersive evening experiences.

By day, SABI operates as a listening café inspired by Japanese and Korean bakery culture, offering specialty coffee, ceremonial matcha, and curated baked goods. By night, it transitions into a hi-fi record bar, serving highballs, mocktail infusions, and vinyl-led listening sessions. The brand needed to capture this duality—soft yet expressive, minimal yet full of depth—while establishing a distinct identity connected to, but not overshadowed by, Bar Selecta.

Approach

The SABI Sounds brand identity is shaped around time, rhythm, and subtle transformation, reflecting the philosophy of “beauty over time.” The visual approach is restrained and intentional—clean yet expressive typography introduces a sense of movement, while minimal graphic elements reference rhythm and layering, creating a system that feels dynamic and adaptable.

The key challenge was balancing two distinct moods within one identity. SABI needed to feel light and approachable by day, yet transition seamlessly into a deeper, more atmospheric experience by night. At the same time, it had to remain connected to Bar Selecta while establishing its own softer, more refined expression—resulting in a cohesive identity that evolves naturally with the space.

Outcome

The resulting identity is refined, understated, and deeply expressive in its subtlety. SABI Sounds presents itself as a brand that doesn’t demand attention but gradually earns it—much like the music it celebrates.

Through a restrained visual system, thoughtful typography, and rhythmic graphic elements, the brand supports a seamless transition from day to night. It allows the space, sound, and experience to take centre stage while quietly reinforcing a cohesive narrative.

SABI Sounds emerges as more than a café or bar—it becomes a cultural touchpoint where music, design, and everyday ritual intersect. A place where moments unfold slowly, and where beauty reveals itself over time.