ABOUT THIS PROJECT
A brand identity project I took upon as a freelancer.
I created the visuial identity for Zaaki, an up and coming hummus brand in Orlando, FL.
Programs Used
Adobe Illustrator
Adobe Photoshop
Procreate
Milanote
Adobe InDesign
The Problem
Zaaki wanted to stand out from the crowd by being bold; however, they wanted to retain their Levant roots. Zaaki had to inspire as well as build a community of like-minded individuals.
The Process
The two moodboards abover were presented to the client and thoroughly discussed. The clients thought the first one was too on the nose and a bit dull. The second moodboard felt more of their style with the bright bold colors.
Originally, Zaaki wanted a cat to be the forefront of their branding. They also wanted it to have some keffiyeh elements. I advised the clients against this move. It made the brand feel pet-centered instead of human-centered. I still iterated and tried to make it work; however, in the end it did not. The cat element was later retained as a hidden mascot to be used sparingly.
Brand Guideline
