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We were delighted to spend an afternoon with Zahra and Babar, founders of to hear the story of how they created a brand that took their native Karachi by storm and continues to win the affection of a captive audience beyond Pakistan. It started during COVID when Zahra used her sister’s cheesecake recipe at home, just for fun. She shared a few slices with colleagues and… they loved it. To their surprise, orders started pouring in even before it was really a thing. One order led to another until it became the No Nonsense Cheese Cake. Today, it’s become a bit of a household name in Pakistan, a beloved choice for celebrations, festivals, and little everyday treats. At the same time, Babar was exploring his own passion of making Neapolitan pizza offering it through catering and pop-up events. The merging of these two initiatives is how took shape.

Zahra and Babar left their respective corporate jobs to follow what felt more real to them. And when they talk about their journey, the one thing they emphasize is staying true to themselves. Keeping it simple and personal. Keeping it authentic. No fuss. Just honesty. A hand-drawn logo on a brown paper box. Photos and videos taken on their phones. No brand guidelines. No curated feeds. Just real moments, shared as they happen. And somehow… that makes it all feel even more special. You can feel the heart behind every choice. The care in every detail. Is it branding? Yes, but Zahra and Babar’s own terms. Quietly bold. Comfortingly clear. One product per brand. Three sizes. No questions left unanswered. Everything is upfront, open, and easy to love.

Our hearts filled with admiration, not just for what they’ve built, but for how beautifully it reflects who they are.

Presenting a glimpse of the walls we have designed and helped bring to life at Waves by Barberyn in Weligama, Sri Lanka. These walls showcase serene geometric and floral patterns, contributing to the calming environment of the resort.