Scope/concept
The concept for this project was to develop a cohesive brand identity for Zaaki, a hummus brand rooted in Levantine culture and tradition. The goal was to create a visual identity that celebrates the authenticity, warmth, and rich heritage of the Levant while appealing to a modern audience.
The project scope included designing a complete visual identity system including, logo, typography, color palette, and motifs. A key objective was to create an identity that feels artisanal and authentic, while remaining clean, scalable, and suitable for retail environments.
This project explored how traditional cultural cues, such as regional color tones, organic forms, and subtle ornamental references, can be reinterpreted in a refined, minimal way to create a brand that feels both rooted and current.
Moodboards
To define the visual direction for Zaaki, two distinct moodboards were developed to explore different interpretations of Levantine identity and how it could translate into a modern hummus brand.
Moodboard 01 — Traditional & Cultural
The first direction focused on a more expressive and culturally rich aesthetic, drawing inspiration from traditional Levantine visuals.
The intention behind this moodboard was to highlight heritage and authenticity.
Moodboard 02 — Modern & Refined
The second direction explored a more minimal and contemporary interpretation of the brand. This approach focused on clean layouts, simplified forms, and a restrained color palette while still maintaining warmth through subtle, food-inspired tones.
Rather than relying on overt cultural elements, this moodboard aimed to communicate identity through nuance, using typography, spacing, and color to evoke a sense of authenticity in a more understated way. The result is a direction that feels fresh, premium, and highly adaptable to modern retail environments.
Challenges
One of the main challenges was representing Levantine identity in a way that feels authentic without relying on overused or stereotypical visual elements. It was important to create a design that respects cultural roots while still feeling fresh and distinctive.
Another challenge was designing within the competitive packaged food space, where products often rely on either rustic “homemade” visuals or overly modern minimalism. The difficulty was finding a balance that conveys authenticity and quality without feeling generic or disconnected from its cultural origin.
Additionally, ensuring consistency across branding elements, while allowing flexibility for packaging and future product variations, required careful consideration of visual hierarchy, color usage, and graphic style.
The Process
Initially, the direction for Zaaki included featuring a cat as the primary visual element, along with incorporating keffiyeh-inspired details. After evaluating this approach, I advised against making the cat the focal point, as it shifted the brand perception toward being pet-oriented rather than centered around food and human experience.
I explored several iterations to test how the concept could be refined while maintaining brand clarity. However, the executions continued to dilute the core message and product focus. As a result, the direction was reconsidered.
The cat element was ultimately retained in a more subtle way, as a secondary, hidden mascot, allowing it to add personality and cultural nuance without overpowering the brand or distracting from the product.
Solution
Inspired by traditional patterns, warm earthy tones, and organic forms, the visual system evokes a sense of authenticity and connection to the region.
A clear and approachable typographic style was chosen to balance heritage with readability, while the color palette draws from natural ingredients commonly found in hummus as well as geographically in the Levant region.
To maintain consistency, a cohesive visual language was developed across all brand elements, allowing the identity to adapt seamlessly to packaging and promotional materials.
Subtle graphic elements and restrained cultural references were integrated to evoke Levantine heritage without overwhelming the design. This approach allows the brand to feel rooted and intentional, rather than literal or decorative.
Overall, the solution presents Zaaki as a brand that honors its Levantine roots while positioning itself as fresh, modern, and approachable—creating a strong emotional and cultural connection with its audience.
Programs Used
Adobe Illustrator
Adobe Photoshop
Procreate
Milanote
Adobe InDesign
Brand Guideline
