Exploring how emotion, atmosphere and storytelling shape the way people experience a brand, space or person.

With over a decade experience in hospitality, cultural storytelling and editorial thinking, I work with founders, creatives and brands to develop emotional coherence - helping people, brands and ideas feel more intentional, distinctive and alive. Because the strongest identities are not simply seen. They are remembered.

Moving beyond visibility to build a more intentional and emotionally distinct presence.

My Brand Service

Shaping clear and emotionally resonant narratives for restaurants, hotels and brands through storytelling, editorial thinking and culturally rooted experiences.

Narrative Direction

Applying the principles of hospitality to brands, spaces and experiences through intentional details, guest experience and emotional connection.

Hospitality Thinking

Helping brands articulate how they want people to feel — creating emotional clarity through atmosphere, memory, hospitality and connection.

Emotional Identity

Whether you're starting out or revisiting the basics, you'll solidify core concepts while expanding into new territory. There’s room here to both grow and go deeper.

Aesthetic Positioning

Crafting stories across food, hospitality and culture through writing, concepts, campaigns, menus and immersive brand experiences.

Storytelling

Creating emotionally distinct brand worlds through narrative, atmosphere, hospitality and aesthetic direction designed to feel cohesive and memorable.

Brand Worldbuilding

Selected Work

  • Hotel, Restaurant & Members Club Group

    Brand Direction

    Shaped the identity and positioning of a lifestyle hospitality destination across hotel rooms, restaurants and members’ spaces. The work spanned brand positioning, hospitality concepts, menu creation, creative direction, PR and guest experience — connecting food, culture, community and storytelling across every touchpoint.

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  • The Malay Cook

    Writer, host, founder

    Founded The Malay Cook, building an emotionally distinct brand within food and hospitality through storytelling, hosting, partnerships and cultural positioning, creating opportunities across publishing, hospitality and editorial media, culminating in a published cookbook.

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  • "Ranie’s The Malay Cook captures everything I love about food, culture, generosity and the pure joy and happiness of feeding people well. It’s full of recipes you’ll want to cook for friends, bold, fragrant, generous sharing dishes all grounded in a moving personal story. A truly brilliant debut and one that I am excited to have on my kitchen shelf."

    — Bettina Campolucci, Plant Forward & Wellness Chef

  • "Food and pain, food and love, food with all its delicious, spicy glory! Ranie Saidi went on a journey of unearthing his lost flavours and this book celebrates them with incredible generosity."

    Yotam Ottolenghi

  • "The Malay cookbook beautifully weaves together memory, culture and identity with mouthwatering recipes. Full of soulful dishes to excite and inspire, rooted in tradition in honour of his grandmother, with sparks of Ranie’s own modern creativity."

    —Ixta Belfrage, Chef and Author

Lets build your brand together.

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Past Work